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ALL ABOUT WOMEN RESEARCH REPORT ON MILLENNIAL WORKING MOTHERS 2020


FEMINA was first published in July 1959 and for over 60 years now, Femina - India’s first and largest read women’s English magazine has long been the definitive life and lifestyle guide for progressive women. It is owned by Worldwide Media, a wholly-owned subsidiary of the Times Group. In the recent years, through its reach across digital and social platforms, the brand connects to a staggering count of around 10 million Indian women every month. Femina, published fortnightly, features articles on women achievers, relationships, beauty and fashion, travel, global cuisine, health and fitness. Femina is also home to some of the most engaging IPs like Nykaa Femina Beauty Awards, Femina Super Daughter Awards and Femina Stylista. In addition to this, Femina has adopted a targeted approach to engage beauty professionals across the country and published Femina Salon and Spa. 01


FEMINA – ALL ABOUT WOMEN A Research Report On Millennial Working Mothers (Commissioned by Femina) The report findings are a result of an extensive quantitative research conducted over a span of few months by research professionals and analysts. With a sample size of 1500+ urban women, it was done across 10 mega cities/metros and Tier 1 markets. The insights and inferences pertain to various topics of everyday relevance and importance. These being work-life balance, lifestyle, technology and content consumption, day-to-day routine, food habits, health, relationships, parenting, fashion and beauty to name a few. The following pages will take you through a journey into the minds of Millennial Working Mothers.

02


CONTENTS 1. Research Overview

2. Children Get First Preference

3. Striking The Perfect Work-Life Balance

4. Life Partners Are Equal Partners

5. Health Comes First, Kitchen Comes Last 6. Good Looks Do Matter

7. Nothing Beats Online Shopping

8. Entertainment On The Move

9. Conclusion 03


RESEARCH

OVERVIEW OBJECTIVE

GEOGRAPHIES

To understand the life of Millennial Working Mothers

Across 10 locations

SAMPLE SIZE

FOCUS AREAS

1,548 quantitative interviews

Employer, Spouse, Family/Social Life, Child and Self

SAMPLE DEMOGRAPHICS

ANALYSIS

18-40 years old, SEC A, English-speaking More than two-third respondents are post graduates Almost half of the respondents are employed in the private sector

• • • •

Mumbai Delhi Kolkata Chennai

• • • •

Bengaluru Hyderabad Pune Ahmedabad

• Bhopal • Chandigarh

Overall, Single mothers, Nuclear vs Joint families, Metro vs Non-metro cities, Single child vs Siblings, Age

04


CHILDREN GET

FIRST PREFERENCE

05


CHILDREN GET

FIRST PREFERENCE For the millennial working mothers, their kids are a priority. Taking time out from their busy work schedules has helped these mothers create a bond with their kids and enjoy the best years of their childhood, at a stage where the children need their mothers the most. In addition to this, half of the mothers made sure that either one of the parents is available with the child at any given point of time during the day.

06


PLAY DATES FOR

CHILDREN

ALMOST TWO-THIRDS OF THE MOTHERS MOSTLY OR ALWAYS SCHEDULED PLAY DATES FOR THEIR CHILDREN

ALMOST ONE-FOURTH OF THE MOTHERS WITH A SINGLE CHILD ALWAYS SCHEDULED PLAY DATES FOR THEIR CHILD

I SCHEDULE PLAY DATES FOR MY CHILD.

20

4%

%

19

8

%

%

2%

10%

27%

41%

TOTAL

22

5%

%

SINGLE MOTHER

NUCLEAR FAMILY

3% 8%

3%

23

42%

3% 23

%

SIBLINGS

7%

27%

43%

40%

UP TO 30 YEARS

ABOVE 30 YEARS

RARELY

SOMETIMES

9%

26%

SINGLE CHILD

9%

7%

27%

28%

NEVER

16%

40%

2%

26%

JOINT FAMILY

7%

30%

18%

7%

38%

%

NON METRO

8%

21%

27%

42%

42%

METRO

8%

38%

25%

40%

3%

31%

17%

8%

20%

MOSTLY

ALWAYS

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AVAILABILITY FOR

CHILDREN EVERY DAY ALMOST HALF THE MOTHERS ENSURED AT LEAST ONE PARENT WAS AVAILABLE FOR THEIR CHILDREN EVERY DAY

ONE-FOURTH OF THE MOTHERS BELONGING TO JOINT FAMILIES AND OVER 30 YEARS ENSURED THAT AT LEAST ONE PARENT WAS AVAILABLE FOR THEIR CHILDREN EVERY DAY

I ENSURE THAT AT LEAST ONE PARENT IS AVAILABLE FOR THE CHILD EVERY DAY. 19%

5%

16%

5%

4% 26

%

21%

19%

23%

29%

30% 25%

26%

TOTAL

20

JOINT FAMILY

NUCLEAR FAMILY

6%

%

18%

17%

21%

30%

2%

5%

19%

20%

28% 24% 32%

24%

33%

24%

28%

METRO

19%

SINGLE CHILD

NON METRO

4%

12%

2%

7%

13%

29%

22% 28%

24%

19%

27% 27% 30%

SIBLINGS

NEVER

RARELY

UP TO 30 YEARS

SOMETIMES

37%

ABOVE 30 YEARS

MOSTLY

ALWAYS

08


STRIKING THE PERFECT

WORK-LIFE BALANCE

09


STRIKING THE PERFECT

WORK-LIFE BALANCE

For maintaining work-life balance in their day-to-day activities, millennial working mothers enjoy a harmonious relationship with their family members, including parents and in-laws at a personal level. At a professional level they receive a lot of support, strength and motivation from their respective managers and peers at the workplace. Be it home or the office, these women are in a safe space, where they are able to focus on their priorities and manage their struggles successfully.

10


SUPPORT IN TAKING

CARE OF CHILDREN TWO-THIRDS OF THE WORKING MOTHERS STATED THAT THEIR SPOUSES SUPPORTED THEM IN TAKING CARE OF THEIR CHILDREN

MY HUSBAND SUPPORTS ME IN TAKING CARE OF OUR CHILDREN. 8%

20

%

8%

20%

48%

8%

20

%

44%

NUCLEAR FAMILY

JOINT FAMILY

6%

21

21

22%

27%

50%

49%

46%

METRO

NON METRO

SINGLE CHILD 4%

10%

16%

21%

26% 28%

46%

27%

49%

47%

SIBLINGS

NEVER

7%

%

%

7%

27%

49%

23%

19%

21 23%

24%

TOTAL

8%

%

RARELY

UP TO 30 YEARS

SOMETIMES

ABOVE 30 YEARS

MOSTLY

ALWAYS

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RELIABILITY ON

PARENTS / IN-LAWS TWO-THIRDS OF THE MOTHERS RELIED ON THEIR PARENTS / IN-LAWS FOR TAKING CARE OF THEIR CHILDREN

OVER HALF OF THE SINGLE MOTHERS RELIED MOSTLY ON THEIR PARENTS TO TAKE CARE OF THEIR CHILDREN

I HAVE TO RELY ON PARENTS / IN-LAWS TO TAKE CARE OF MY CHILD. (SCHOOL DROPS AND PICK-UPS / BABYSITTING) 8%

13%

9%

24%

4%

23%

25

40%

SINGLE MOTHER 6% 22

METRO

11

23%

9%

17% 22%

39%

35%

43%

NON METRO

SINGLE CHILD 5%

11% 10%

10%

24%

9%

22%

19%

JOINT FAMILY

8%

18%

40%

37%

NUCLEAR FAMILY

%

%

7%

28% 23%

52%

10%

6%

17%

40%

%

10%

23%

19%

TOTAL

6%

10%

8%

SIBLINGS

7%

29% 19%

20% 39%

40%

UP TO 30 YEARS

NEVER

RARELY

ABOVE 30 YEARS

SOMETIMES

MOSTLY

ALWAYS

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EMPLOYER SUPPORT MORE THAN HALF OF THE WORKING MOTHERS STATED THAT THEIR EMPLOYERS MOSTLY OR ALWAYS SUPPORTED THEM

ALMOST TWO-THIRDS OF THE WORKING MOTHERS STATED THAT THEIR EMPLOYERS MOSTLY OR ALWAYS SUPPORTED WORKING MOTHERS

MY WORKPLACE PROVIDES SUFFICIENT SUPPORT TO WORKING MOTHERS. 3%

20

%

7%

8%

14

%

21

2%

22

15%

%

12%

31%

54

%

32%

31%

4%

%

31% 33%

27%

SINGLE MOTHER

TOTAL 10%

14%

25%

33%

NUCLEAR FAMILY 3%

6%

22%

JOINT FAMILY

12

18

%

%

3% 15%

19% 30%

25% 31%

32% 35%

30%

34%

36%

METRO

NON METRO

20

%

1%

SINGLE CHILD 4%

15%

22%

11%

25%

25

%

39%

UP TO 30 YEARS

NEVER

SIBLINGS

RARELY

38%

ABOVE 30 YEARS

SOMETIMES

MOSTLY

ALWAYS

13


LIFE PARTNERS ARE

EQUAL PARTNERS

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LIFE PARTNERS ARE

EQUAL PARTNERS

The findings revealed that two-thirds of the mothers had their spouses’ emotional and financial support in taking care of their children. The spouse also takes on a share of the household chores.

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SPOUSE HELP -

WEEKDAYS ON WEEKDAYS, OVER THREE-FOURTHS OF THE MOTHERS RECEIVED UP TO 25% HELP FROM THEIR SPOUSES TOWARDS DOMESTIC WORK. OVERALL AVERAGE WORKLOAD SHARED BY THEIR SPOUSES IS AROUND 15%.

MY SPOUSE HELPS ME IN DOMESTIC WORK DURING WEEKDAYS. 11%

1%

9%

9%

46%

33%

1%

2% 5%

11%

17%

45%

34%

45

%

TOTAL 1%

13%

32%

NUCLEAR FAMILY 9%

13%

38

%

35%

JOINT FAMILY

1% 7%

33%

14%

2%

9%

51%

42% 34

%

METRO 7%

NON METRO

10%

33%

8%

51%

SINGLE CHILD

8%

33%

14

%

2% 11%

50%

39% 34%

SIBLINGS

NOT AT ALL

UP TO 10%

UP TO 30 YEARS

UP TO 10-25%

ABOVE 30 YEARS

UP TO 25-50%

UP TO 50-75%

16


SPOUSE HELP -

WEEKENDS DURING WEEKENDS, OVER ONE-FOURTH OF THE MOTHERS RECEIVED HELP OF AT LEAST 25% TOWARDS DOMESTIC WORK FROM THEIR SPOUSES; AVERAGE WORKLOAD SHARE IS 23%

ALMOST ONE-THIRD SPOUSES FROM METROS SHARED MORE THAN HALF OF THE DOMESTIC WORK

MY SPOUSE HELPS ME IN DOMESTIC WORK DURING WEEKENDS. 2% 7%

9%

9%

17%

26%

3%

8%

12%

2% % 3

13%

13% 32% 28% 34%

38%

TOTAL 7%

42%

NUCLEAR FAMILY 3%

7%

JOINT FAMILY

8%

12%

17%

22

2% 4% 22%

%

23

%

28% 21%

18%

23%

45%

METRO 7%

2%

37%

NON METRO

10%

4%

12

%

SINGLE CHILD 6% 4%

9% 19%

13% 32%

30%

38%

SIBLINGS NOT AT ALL

UP TO 10%

17%

26%

44

%

UP TO 30 YEARS UP TO 10-25%

UP TO 25-50%

28%

ABOVE 30 YEARS UP TO 50-75%

MORE THAN 75%

17


HEALTH COMES FIRST

KITCHEN COMES LAST

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HEALTH COMES FIRST

KITCHEN COMES LAST To everyone’s surprise, the findings stated that almost 85% of these millennial mothers hardly cooked, or never did so at home. Amongst those who did, a staggering 80% of them cooked vegetarian food with the remaining cooking non-vegetarian food. Being constantly occupied with either work or the household, finding the time to check on their health and consume nutritious food for a working mother can indeed be a task. Putting health before everything else, more than two-thirds of these mothers in the report reiterated the fact that they didn’t compromise on their eating habits and consumed nutritious meals.

19


COOKING FOOD AT

HOME

MORE THAN TWO-THIRDS OF THE MOTHERS FROM METROS AND MORE THAN HALF ABOVE 30 YEARS NEVER COOKED FOOD AT HOME

85% OF THE MILLENNIAL MOTHERS RARELY OR NEVER COOKED FOOD AT HOME

I RARELY COOK FOOD AT HOME. 13%

1%

8% 27%

3%

9%

17%

18%

31%

42% 49% 58%

48%

75%

SINGLE MOTHER

TOTAL

2%

4%

17%

NUCLEAR FAMILY 11%

15%

JOINT FAMILY

1%

14%

1% 27%

29%

44% 67%

44% 66%

METRO

58%

NON METRO

SINGLE CHILD 9%

14%

SIBLINGS

2%

24%

34%

55%

62%

UP TO 30 YEARS

NEVER

RARELY

ABOVE 30 YEARS

SOMETIMES

MOSTLY

ALWAYS

20


GOOD NUTRITION FOR

SELF

MORE THAN TWO-THIRDS OF THE MOTHERS MOSTLY OR ALWAYS ENSURED THAT THEY HAD GOOD NUTRITION

ALMOST THREE-FOURTHS OF THE SINGLE MOTHERS MOSTLY OR ALWAYS ENSURED THAT THEY HAD GOOD NUTRITION

I ENSURE THAT I GET GOOD NUTRITION FOR MYSELF. 3%

2%

9%

32%

3%

8%

35%

17%

3%

10% 32

32%

38%

2%

4%

9%

32% 20%

37%

34%

JOINT FAMILY

NUCLEAR FAMILY

SINGLE MOTHER

TOTAL

2%

10%

4%

11%

18%

21%

32%

4% 24

%

24%

32%

37%

NON METRO

METRO

8%

32%

32%

33%

37%

19%

21%

21%

35%

9%

%

SINGLE CHILD

SIBLINGS

1% 7%

11%

17% 42

%

24%

32%

37%

UP TO 30 YEARS

NEVER

RARELY

ABOVE 30 YEARS

SOMETIMES

MOSTLY

ALWAYS

21


GOOD LOOKS DO MATTER

22


GOOD LOOKS DO MATTER

With these women displaying high levels of individuality and confidence, a trend seen among these mothers is that almost all of them prefer decking up while traveling to their workplace or on weekends. As per the report, 9 out of 10 mothers love applying lip gloss/balm. With a more corporate setting and higher standard of living, these numbers were higher in metro regions as compared to the non-metros.

23


MAKEUP

PREFERENCES ALMOST EVERY MOTHER PREFERRED USING POWDERS/CREAMS

9 OUT OF 10 PREFER LIP GLOSS/ LIP BALM

97%

90%

59%

Powders / Creams

Lip Gloss, Lip Balm, etc.

Eyebrow Pencils, Eyelash

55%

54%

48%

Foundation

Clean Up

Nail Polish

43%

40%

39%

Highlights

Rouge, Blushers

Mascara

34%

31%

Primers - Eye, Face, etc.

Hair Sprays 24


NOTHING BEATS

ONLINE SHOPPING

25


NOTHING BEATS

ONLINE SHOPPING

With a busy schedule revolving around the household and workplace, these millennial working mothers hardly get the time to shop for themselves, watch TV or catch up on a new movie. The easiest way for them to indulge in some me time is to shop online. As per the report, popular e-commerce portals Amazon, Flipkart and Myntra were the three most preferred shopping destinations.

26


MOST

E-COMMERCE PURCHASES AMAZON, FLIPKART & MYNTRA

84% 72% 64% 46% 41% 35% 33% 30% 28% 24% 23% 22% 20% 18% 17% 10% 10% 9%

27


ENTERTAINMENT ON THE MOVE.

28


ENTERTAINMENT ON THE MOVE.

When it comes to the consumption of content, Movies, YouTube and Facebook videos are their top three sources of entertainment. WhatsApp messages play a pivotal role in how they receive information about the latest happenings in the world, with 80% of the mothers sourcing content from the messaging app. Shifting the focus to nuclear families, almost half of the women belonging to nuclear families sourced content from women’s magazines.

29


SOURCES OF

DAILY CONTENT TV, NEWSPAPERS AND FACEBOOK - TOP 3 SOURCES OF DAILY CONTENT

OVER ONE-THIRD OF THE MOTHERS SOURCED CONTENT FROM WOMEN’S MAGAZINES

97%

91%

TV

Facebook Feeds

85

66%

%

WhatsApp Messages

Newspapers

38%

37%

Women Magazines

OTT Players like Prime, Voot, Netflix

20% Radio

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CONCLUSION 01

Managing work, child and family, a challenge for millennial working mothers.

02

Spouses, families and employers understood the pressure on millennial working mothers and created a support system for them.

03

Millennial working mothers hardly cooked at home, but ensured good nutrition. Majority used basic makeup.

04

Social media like WhatsApp and FB are important sources of content. Relied on Amazon, Flipkart and Myntra for shopping.

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WORLDWIDE MEDIA PRIVATE LIMITED THE TIMES OF INDIA BUILDING, 4TH FLOOR, DR. D.N. ROAD, MUMBAI - 400001.

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