Her salary does NOT matter — Mom manages the money.
November 14, 2005
Marketers often consider income as a factor in determining whom to target in a household with sales and marketing messages — individual income should no longer be a primary factor.
In recent research revealed by lucid marketing, 79% of moms earn less money than their husbands, but moms control money management.
BILL PAYING
Moms are very active in bill paying, with 76% involved in this responsibility. 46% are solely responsible for paying household bills, versus 24% of dads.
RESEARCH INVESTEMENTS
When researching investment changes, 78% of moms are participating. 34% do the majority of the research, versus 22% of dads.
MANAGING INVESTMENTS
For financial investments such as college savings, and retirement planning, 67% of moms participate and 21% are solely responsible. 32% of dads are solely responsible.
“We already know that moms are making 80% of household purchase decisions, but now it is also clear the dominant role moms play in how money is managed and invested,” said Kevin Burke, president of Lucid Marketing. “Also, today’s moms feel they assume a more independent and involved role in researching investment choices as compared to their moms of the prior generation.”
To view full study CLICK below:
http://www.lucidmarketing.com/lit_request.php?fileid=13
