Ipsos looks into the consumption patterns of affluent US mothers

August 20, 2010 by Wendy Goldman Getzler

New York City-based media and marketing consultancy Ipsos Mendelsohn has released a new report on the TV-viewing and shopping habits of well-off US moms whose household incomes total US$100,000 or more. Entitled Affluent Mothers of Young Children, the report penned by Ipsos MediaCT SVP of Kids and Family Insights Donna Sabino found that of the 15.6 million affluent female heads of households age 18 to 54, roughly 60% are mothers of children under 18.

These women are more likely than their counterparts without young children to purchase multiples of products, including big-ticket items. This group is also more likely to fast-forward through commercials when watching recorded programming and watch children’s programming in an effort to spend time with their children. In fact, Disney Channel comes in as the most-watched network among this group of mothers with children under six (46%) and Nickelodeon comes in second with 39%. ABC Family Channel is the top-watched network among affluent moms who have children ages 12 to 17, with 41%. The study also found that as the children get older, more television sets, computers, and mobiles are brought into the household.

Additionally, the findings indicate that women with children in this set are also more likely to shop online for their family, visit book sites, auction sites and social networking sites