The concept of an “Alpha Mum” has been discussed in a wide range of media over the past few years.
As well as being an important target market for products aimed at/associated with children, Alpha Mums are important decision-makers with regard to a wide range of goods and services. They are also likely to be responsive to products and services that will make their life run more smoothly.
This report looks at Alpha Mums’ habits in bringing up their children, their attitude towards working, their home, their appearance, eating habits, their own leisure time and spending decisions.
Questions covered the following topics:
- Household income/disposable income
- Working status and type of work
- Attitudes towards working
- School/nurseries used
- Extra-curricular activities for children
- Attitudes towards home
- Attitudes towards how children spend their time
- Attitudes towards own life
- Attitudes towards appearance
- Meal provision
- Children’s eating habits
- Spend on grocery shopping
- Spend on other items for children
- Activities in personal time
- Participation in sport & exercise
- Participation in eating/drinking outside the home
- Ownership of new technology items
- Use of mobiles/the internet
- Spending decision-making
- Past and future cutbacks/increase in spending
- Levels of ‘happiness’.
Methodology
Results are based on a survey commissioned by YouGov SixthSense among its online panel, drawing on a sample of 2,020 women aged 16+ who are responsible for children aged 0-18. For the purposes of this report a sub-group of Alpha Mums was created based on working status, discretionary spend and type of employment. This equated to approaching one in ten of all women who are responsible for children aged 0-18. For comparison purposes, two other groups were defined – Waged Mums and Stay-at-Home Mums.
