Multicultural Mom Research

Concerns and Challenges:

• The majority of all African American, Caucasian and Hispanic mothers listed education and health care as their primary concerns as a mother. In addition, the majority of African American moms (54%) listed crime as a source of anxiety, while Caucasian moms said financial security was among their top concerns. Hispanic moms (67%) responded that employment was another top concern.
• When asked about their top three challenges as a mother, saving for the future and the rising cost of food topped lists across all respondents. Caucasian moms named managing the desires of their children for material things as a challenge (45%), African American moms are battling with affordable housing (35%) and Hispanic moms are feeling challenged by the need for steady income (56%).

The Role of Religion and Parental Aspirations:

• African American moms are more likely to turn to clergy for support (60%) than Caucasian moms (41%) and Hispanic moms (26%). Other popular support outlets among both races included spouses, parents and other moms.
• When asked about their dreams for their children, a deep religious commitment was tied with a good education for the top response among African American moms. The most popular choices among Caucasian moms included a happy adult life and financial security. The top responses from Hispanic moms were good education and a healthy life.

Technology Habits

• The majority of all respondents (85%) turn to the Internet first when looking for product recommendations and other mom-related parenting advice.
• The Internet was also the top answer among all races, when asked which piece of technology they couldn’t live without. The cell phone came in a close second for Hispanic moms (30%).
• While online, African American mothers are more likely to read articles (68%) and experience music (45%). Caucasian mothers are likely to frequent social networks (45%) and message boards (43%). Blogs were the top choice among Hispanic Moms (55%) followed by social networks (42%).
• Blogs are popular among all respondents, with 58% naming the media among their favorite forms of content online.

News and Current Events

• Moms of all three races are more likely to tune into news that has a local or economic impact.
• African American moms are interested in political stories (54%) while Caucasian moms are more likely to follow celebrity and entertainment news (44%).

Free Time and Indulgences

• When an African American mom catches a rare free moment, she is most likely to read (77%), Caucasian moms are most likely to surf the Internet (77%) and Hispanic moms enjoy spending time with their spouses (78%).
• When asked about their ultimate indulgences, Caucasian moms listed a rich dessert (48%) and a fine bottle of wine (40%) among their top treats. African American moms would rather indulge by sleeping late (60%) or getting away for the weekend (35%). Hispanic moms choose to treat themselves with spa treatments (50%) or long, hot baths (50%).

Economic Impacts

• Although the majority of all moms have made household adjustments to cope with the family crisis, African American moms are more likely to delay major purchases (57%) and avoid stores to reduce shopping (54%)
• Caucasian moms are coping by using coupons and discount codes (73%) and driving fewer places to conserve gas (62%).
• The most popular coping strategy among Hispanic moms is also using coupons (80%) but delaying major purchases is also common (68%).

Advertising and Marketing

• When viewing advertisements, the majority of all respondents notice the product first, rather than the ad’s message.
• Overall, Caucasian and Hispanic moms think marketers are doing a better job in speaking to them than African American moms.