Moms prioritize household or work and are extra loyal to manufacturers, whereas fathers are extra involved with sports activities, however each search for high quality within the manufacturers they use – these are simply a few of the insights revealed by Cognition’s examine.
What are the values of Romanian mother and father between the ages of 35-44? What are their priorities, passions and consumption habits, the channels they entry and the way can manufacturers method them to be related? Cognition got down to reply these questions in its newest examine utilizing GWI Client Insights as a analysis instrument.
How mothers and dads differ: Curiosity in sports activities, medical situations, most well-liked social networks, and consumption conduct
Concern for a sports activities exercise according to a wholesome life-style it’s considerably extra necessary for millennial fathers than for moms: 62.5% of fathers have made the sports activities routine a precedence and declare that they go for a run or attend gyms 2-3 occasions per week. In the identical
time, the share of moms who prioritize sports activities is decrease, declaring that they select to deal with household or job-related duties as a substitute of creating time for sports activities actions.
Moms and dads are additionally completely different in terms of social networks they spend probably the most time on: Mothers predominantly entry Snapchat, Instagram and Pinterest (for inspiration and solely later, for info), whereas dads desire LinkedIn and Twitter.
However in terms of on-line actionsmoms are followers of podcasts, audiobooks and on-line health lessons, whereas fathers use instruments to check costs, watch the information and sports activities matches/competitions.
Stress, worries, fixed preoccupation with allocating time to each household and different duties are widespread traits of Romanian mother and father. However the way in which it impacts them at well being stage it is completely different: allergy symptoms and migraines are among the many most typical situations that moms face, situations that make it tough to pay attention and sign the stress they’re underneath. In flip, males undergo from diabetes (a situation discovered amongst ladies in a small proportion) and elevated ldl cholesterol, situations that sign a not very nutritious diet and a excessive stage of stress.
Consumption conduct is one other side through which variations have been noticed when speaking about moms and dads. If moms select security, turning into loyal to manufacturers they determine with and suggest additional, and are pushed by promotions, fathers are on the reverse pole – however they don’t act on impulse, preferring to learn and determine probably the most reasonably priced worth .
Totally different however related: Dads and mothers share passions and values
Though there are numerous facets through which moms and dads are completely different, the examine carried out by Cognition revealed that in terms of passions and values, Romanian mother and father harmonize and discover widespread floor, even supposing at a perceptual stage they continue to be at reverse poles.
ardour, no matter age and gender, are extraordinarily different – and moms and dads are not any exception. However, past the usually feminine passions for vogue and cosmetics, respectively that of males for playing, mother and father share widespread passions, and the highest ones embrace: cooking, gardening and travelling – so manufacturers may provide you with proposals concentrating on these pursuits.
One other side that mothers and dads have in widespread is that in terms of buying, what they get is the standard.
On the high of each’s preferences is DIY retailer SomProduct, adopted by Jysk and Ikea. Nonetheless, preferences within the vogue business should not as related. If moms desire Zara and LC Walkiki, fathers go for traditional choices akin to Levis.
The “Moms vs. Fathers” examine was carried out by analyzing the outcomes obtained by GWI Client Insights relating to the consumption conduct, preferences and pursuits of individuals aged between 35 and 44, a homogeneous pattern consultant of city and rural environments in Romania within the yr 2021.
Cognition. We’re obsessed with defining digital communication methods based mostly on a deep understanding of customers and connecting them with manufacturers. We don’t consider one-off tasks, however goal to supply built-in long-term growth options each time, to contribute to the sustainable development of manufacturers.
We mix insights, experience and cutting-edge applied sciences to supply our shoppers any kind of digital options. And on this course of we depend on our crew of consultants but in addition on specialised instruments and sources of accredited know-how within the subject of neuromarketing.
Cognition is the group’s digital company Godmother and the one Romanian company a part of the Neuromarketing Science & Enterprise Affiliation.