"Preference for Influencer Group Buys and Secondhand Trading"... Daehong Communications Publishes Working Mom Analysis Report

[Asia Economy Reporter Lim Chunhan] Daehong Planning announced on the 21st that it has published a report titled "Wonder Year - The Amazing Consumption Expansion Period Marketers Should Pay Attention To," which analyzes the purchasing power of working moms returning to work after maternity and childcare leave.

This report names the specific period of rapid growth from an ordinary consumer to an influential consumer over two years?from immediately after childbirth, through childcare leave, to returning to the company?as the Wonder Year. Among those whose shopping expenses increased during this time, one in three saw their monthly spending rise by more than 1 million KRW. The amount of information searched through online communities and acquaintances also increased when shopping. The factors considered in purchasing shifted from price to product ingredients and components, as well as eco-friendliness and organic status.

Their consumption characteristics are explained by three keywords: "influencer group buying," "kids-friendly," and "secondhand trading." They purchase various product categories such as clothing, books, meal kits, and food ingredients through influencers who select and sell verified and trustworthy products. 77% of respondents checked whether they could enter with infants when going out, and if accompanied infants were not allowed, such as in no-kids zones, they actively shared their low favorability toward this with acquaintances and communities. 74.5% said they use secondhand trading because they can use items only when needed and then sell them; secondhand trading applications (apps) are also used as channels for sharing information and empathy.

Consumption was higher not only for childcare products but also for travel, daily necessities, delivery food, and culture compared to DINKs or single-person households. Especially due to COVID-19, while general consumers increased homebound consumption, Wonder Year consumers expanded their consumption both inside and outside the home. In addition to living and housing consumption such as housing and automobiles, self-development consumption such as luxury bags and trend subscription services for themselves increased ahead of returning to work.

A Daehong Planning official said, "To move the hearts of this emerging most influential consumer group, we must break the prejudice of seeing them only as working moms," adding, "With high economic power and extensive consumption experience, Wonder Year can become a new marketing target."

This content was produced with the assistance of AI translation services.