By Lisa Philp, RDH, President of Transitions Group North America
There is a great power in fully acknowledging the influence that moms have on their family, friends, community and society about brand, products, services and health care.
According to the U.S. Dept. of Labor, women make approximately 90% of health care decisions for their families and 80% of women go online for health care information.
North America is comprised of 93 million mothers of all ages and life stages. Forty million of those mothers have children under the age of 18 years old. This translates to 42% of all Canadian mothers and 43% of all American mothers who are an average age of 36 years old and are shown to be a major force in the household and family decisions about healthcare.
Moms account for 44% of the total of women’s market spending:
- 55% of spending on consumer electronics.
- 51% of spending on food.
- 49% of spending on health & beauty aids.
- 48% of spending on home furnishings.
- 47% of spending on clothing.
Word of mouth works best for moms, with 64% who will ask other mothers for advice before they purchase a new product or service and consider other moms the most credible experts when they have questions.
Lisa Philp is the President for Transitions Group North America and may be contacted at www.transitionsonline.com or firstname.lastname@example.org
(Beyond Pink, Jack Morton Worldwide, 2012)
Source: Current Population Survey, Bureau of Census for the Bureau of Labor Statistics
Source: Keller Fay study, September 2010
http://Searcher Moms: A Search Behavior and User Study, DoubleClick,