B&TB&TB&T
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Search
Trending topics:
  • Cairns Crocodiles
  • Nine
  • Seven
  • Pinterest
  • WPP
  • AFL
  • Federal Election
  • Thinkerbell
  • Anthony Albanese
  • NRL
  • State of Origin
  • Cannes Lions
  • AI
  • EssenceMediaCom
  • B&T Women in Media
  • Spotlight on Sponsors
  • Channel 10
  • TV Ratings
  • Radio Ratings
  • Sports Marketing

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
Reading: Study: Working Aussie Mums Rule Family Finances
Share
B&TB&T
Subscribe
Search
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Follow US
  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
B&T > Marketing > Study: Working Aussie Mums Rule Family Finances
Marketing

Study: Working Aussie Mums Rule Family Finances

Staff Writers
Published on: 10th November 2017 at 10:50 AM
Staff Writers
Share
3 Min Read
SHARE

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.”

Join more than 30,000 advertising industry experts
Get all the latest advertising and media news direct to your inbox from B&T.

No related posts.

TAGGED: Yahoo7
Share
Staff Writers
By Staff Writers
Follow:
Staff Writers represent B&T's team of award-winning reporters. Here, you'll find articles crafted with industry experience spanning over 50 years. Our team of specialists brings together a wealth of knowledge and a commitment to delivering insightful, topical, and breaking news. With a deep understanding of advertising and media, our Staff Writers are dedicated to providing industry-leading analysis and reporting, both shaping the conversation and setting the benchmark for excellence.

Latest News

Telstra & Herpes Fly The Flag For Australasia In Final Cannes Lions Awards
21/06/2025
Australia Nabs Silver Marketing, Bronze Digital Young Lions Trophies
20/06/2025
Glimpse Inside the Cannes Jury Room  
20/06/2025
Destination NSW Partners With CommBank To Unlock Visitor Economy Insights
20/06/2025
//

B&T is Australia’s leading news publication magazine for the advertising, marketing, media and PR industries.

 

B&T is owned by parent company The Misfits Media Company Pty Ltd.

About B&T

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise

Top Categories

  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Opinion
  • Technology
  • TV Ratings

Sign Up for Our Newsletter



B&TB&T
Follow US
© 2025 B&T. The Misfits Media Company Pty Ltd. All Rights Reserved.
Welcome Back!

Sign in to your account

Register Lost your password?