Study: Working Aussie Mums Rule Family Finances

Study: Working Aussie Mums Rule Family Finances
SHARE
THIS



A new report on Australian working mums from Yahoo7 has revealed the group are 71% more likely to click on digital ads, and 100% more likely to convert to a sale, than the average Australian.

The research also demonstrates the demographic rules the financial roost, making the final purchase decisions instead of their partner across every retail category except automotive (See Figure 1.)

Yahoo7_New report reveals Australian working mums rule family finances_FINAL

Termed ‘Mumfessionals’, the number of Australian mums with children living at home who work full or part time has grown from just one in two in 1991, to 68% of all mothers in 2016.

Stressed and obsessed with saving time, Australian Mumfessionals are 187% more likely to use ‘productivity’ apps than the average Australian, and 243% more likely to use ‘utility’ apps, such as bill paying services, to help organise their lives. In fact, almost two thirds (59%) agree they feel more stressed now than ever before (22% more than the general population), with the study revealing finance, health and time as the three largest stress factors for the group.

Finance

Despite being armed with a higher personal and household income than the average Australian,6 almost three quarters of Australian working mums do not feel financially secure. However, Mumfessionals are also 10% more likely to part with their hard-earned cash for quality items than the average Australian, and are 44% more likely to describe themselves as ‘affluent’.

Health

Three-quarters of working mums state their health and that of their families is a priority, with over half of all Mumfessionals currently trying to lose weight, up 16% from the general population, and 56% avoid unhealthy foods. However, the stress of competing pressures hampers these efforts, with only one in three finding time to exercise regularly.

Time

Australian Mumfessionals are turning to the internet more than the average Australian, with three quarters admitting to accessing the internet several times a day, compared to just 64% of the general population.10 Working mums are also more likely to complete their personal admin during traditional business hours, commonly completing their online banking during mid-morning, and surfing for meal inspiration and finance content in the afternoons (See Figure 2.).

Yahoo7_New report reveals Australian working mums rule family finances_FINAL2

Presenting the findings of the Secret Lives of Mumfessionals study today at the Marketing to Mums Conference in Sydney, Becky Smith, Head of Insights at Yahoo7, said: “Our study of Mumfessionals shows this group is truly trying to have it all, balancing financial, time and health pressures by engaging in the online world. We know Mumfessionals are digitally savvy and highly engaged, so marketers need to tap into this opportunity and use data to win with this audience.”

Please login with linkedin to comment

Yahoo7

Latest News

Verizon Media Academy Ends For 2021 With Youth Charity Pitch-Off
  • Advertising
  • Media

Verizon Media Academy Ends For 2021 With Youth Charity Pitch-Off

Verizon Media’s talent program has come to an end for the third year, closing with a hybrid pitch-off event for Musicians Making A Difference (MMAD). The Verizon Media Academy class of 2021, made up of 44 emerging leaders from across Australia and New Zealand media, advertising and marketing industry, were given just one hour to […]

Industry’s Gamers Unite For UnLtd’s Virtual Rocket League Comp
  • Advertising
  • Marketing
  • Media

Industry’s Gamers Unite For UnLtd’s Virtual Rocket League Comp

Social purpose organisation UnLtd’s Big Games competition has raised a combined $85,000 for children and young people at risk. Running over five weeks, the competition involved 32 teams from across the advertising, marketing and media industries battling it out virtually for a chance to qualify for the Rocket League final. The tournament culminated in a […]

Sam Worthington And Phoebe Tonkin To Star In New Stan Original Film ‘Transfusion’
  • Media

Sam Worthington And Phoebe Tonkin To Star In New Stan Original Film ‘Transfusion’

Stan has announced that the Stan Original Film Transfusion commenced filming in Sydney earlier this week and will premiere on Stan in 2022. Transfusion is a taut, muscular thriller starring Sam Worthington (Avatar) as Ryan Logan, a former Special Forces operative, who is battling to cope with life after the loss of his wife and is thrust […]

COVID-19 Saw Stock Imagery Return To Harmful Gender Stereotypes
  • Advertising
  • Marketing

COVID-19 Saw Stock Imagery Return To Harmful Gender Stereotypes

According to a decade of data collected by iStock, Australian brands turned to imagery depicting outdated gender stereotypes during the pandemic. Tracking the keyword ‘women’, iStock by Getty Images found that in 2020, ANZ brands and businesses reverted to gender stereotypes. Images of mothers home-schooling were used at almost twice the rate of images of […]

by B&T Magazine

B&T Magazine
Maddison Connaughton Ends Time As Editor Of The Saturday Paper
  • Media

Maddison Connaughton Ends Time As Editor Of The Saturday Paper

Schwartz Media is congratulating Maddison Connaughton on her three years as editor of The Saturday Paper. Connaughton has decided to finish up her editorship this month. “It’s been an honour to edit the paper,” Connaughton said. “The Saturday Paper is one of the brightest voices in Australian media and I have been happy to see […]

Teenage boy wearing headphones works at desk in his bedroom
  • Media

New Research Names Olivia Rodrigo And BTS The Most Popular Study Music

Research from EdBbirdie using Spotify data has identified the most popular songs to study to. After analysing thousands of studying and homework playlists on Spotify, American singer Olivia Rodrigo’s ‘drivers license’ came out as top song to study to. It featured on 48 study playlists, while other top songs included ‘Ophelia’ by The Lumineers, ‘Falling’ […]

Happy woman drinking tea and waving to someone while having video call over desktop PC in the evening at home.
  • Marketing
  • Opinion

Building A Successful Remote Marketing Team

Dayna Stewart is the Business Director – Digital Marketing, Media & Creative Services at The Nudge Group. Here, she discusses the challenges that come with building a successful marketing team when working remotely. Before COVID-19 changed the way businesses work, most marketing teams spent their days together in a meeting room collaborating on the next […]

Opinion

by B&T Magazine

B&T Magazine
Australia’s The Kid LAROI Joins Billie Eilish, Dua Lipa, Olivia Rodrigo And More In iHeartRadio Festival Line-Up
  • Media

Australia’s The Kid LAROI Joins Billie Eilish, Dua Lipa, Olivia Rodrigo And More In iHeartRadio Festival Line-Up

The line-up for the 2021 iHeartRadio Music Festival has been announced as the legendary event returns live in Las Vegas in September. This year, the epic two-day lineup for the iHeartRadio Music Festival main stage will feature performances by Billie Eilish, Cheap Trick, Coldplay, Dua Lipa, Florida Georgia Line, Journey, Khalid, Lil Baby, Maroon 5, Nelly, […]