Mar
25
2013

Married couples with children still retain their buying clout

This year’s recently released 2013 Digital Marketer Report features interesting content on consumer behavior and demographics. Here’s an excerpt from the report:

The proportion of children living in traditional married couple households stands at about 70 percent today. This is down significantly compared to 1960 when approximately 90 percent of children lived with two parents. Still, families with a mom, a dad and kids account for 20 percent of U.S. households. Despite dramatic shifts in the living arrangements of U.S. consumers, married couples who are raising families remain a dynamic force for marketers to target and understand.

A marketer’s focal point for targeting these kid-centered households is moms. Whether planning meals as family dietician, outfitting kids with new shoes and clothing, managing the household budget, making travel arrangements for a summer vacation or caring for a sick child, moms serve in a wide variety of roles that ultimately drive multiple product and brand buying decisions.

Experian’s Mosaic® USA, a lifestyle segmentation and targeting system that draws upon a rich resource of demographic, transactional and other marketing related data, contains its own family of child-focused consumer segments. The segments provide critical insights needed for reaching and connecting with a diverse audience of parents bringing up children. What do these segments have most in common? Their household purchase decisions are largely driven by the influence of a mom. But that’s not to say they all look the same. They include a mixture of households with children crossing over a variety of income, socioeconomic, age and family size characteristics. For example, one of the signature family segments from Mosaic USA is called Kids and Cabernet. Let’s take a deep dive into what this segment looks like and why it is important for marketers to study and understand.

Kids and Cabernet are predominately prosperous, middle-aged married couples and their children who are living a wealthy, suburban lifestyle in homes valued at more than twice the national average. Their neighborhoods are havens for college-educated, white-collar professionals with well-paying jobs in the sciences, education, business and finance. All are upwardly mobile and trying to provide the best lifestyle possible for their children. Many have only recently settled into their exclusive communities.

Download the report to read more on how to reach this important demographic and learn about the latest trends, benchmarks and digital marketing tips.


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