With over 6 million Mums in Australia, this segment is too valuable to be ignored. In light of the 2016 census, ABS have released key statistics on Aussie Mums lifestyle and behavior. We break down the numbers, so you can better understand this influential market. 

Modern Mums

Without question, Mums make up a large portion of our society. Over ¾ of women 15 years+ are Mums! (77%) 

So whats changed?

Over the last ten years we’ve seen Mums choosing smaller families; with the average woman having 1.786 children, down from 1.875 children in 2006.

Women are also starting their families later in life, with the median age of first time Mums 30.5, an increase from an average age of 29 in 2011. The age group 30-34 was shown to have the highest fertility rate of all, in contrast to the steady decline of teenage pregnancy. 

Modern families are notably becoming increasingly diverse, with over 10,000 of these Mums in same sex relationships.  

Lifestyle and Community 

Aussie Mums are generally happy, rating their life satisfaction 7.8 out of 10, only slightly lower than women with no children (8 out of 10).

Single Mothers recorded the lowest satisfaction level of 6.9 of out 10; with almost a third (32%) of single Mums experiencing homelessness at one point, in comparison to only 10% of coupled Mums.

Luckily 93% of single Mums reported feeling confident that they could find support in times of crisis, within their networks.

Mums are highly connected, with over half of Mums (58%) in contact with additional family and friends every day.

Mums in the Workplace 

Mums are more active in the workforce than 20 years ago increasing from 46.1% to 53.4%. The most common workplaces for Mums include schools, aged care, and hospitals.

Mum’s are increasingly taking the reigns in their careers, with more Mums self-employed or employers themselves, climbing to 6.7% from 3.9% in 1996.

Today’s Mum values her own education, with the levels of Mums studying growing by almost 10% (9.6%) over just 5 years. Half (51.5%) of Mums hold a post schooling qualification, more than double from 1996! (23.2%)  

Over the past 20 years these qualifications have changed vastly, seeing a drop-in the traditionally feminine industries of nursing and hairdressing, and a rise in accounting and business management.

Of course, we can’t forget the Mums who do it all… With 114,800 Mums in Australia working, studying and raising children, all at the same time! Talk Mums being Super!

Source: Australian Bureau of Statistics, Media Release, 2018

Kids Business Communications delivers custom and full service Quantitative and Qualitative Market Research for your brand. Measure market awareness, competitor analysis, brand perception and why mums are – or aren’t buying your product. Learn more here.