Washington, DC — According to a recent online survey conducted by Ipsos on behalf of Allswell, two thirds of mothers agree that they would rather have breakfast in bed on Mother's Day than get dressed up and go out to brunch (65%). Moms under the age of 35 (67% vs. 44% of those ages 55 and over) and those who work full-time (66% vs. 56% of those working part-time) are especially likely to prefer the idea of breakfast in bed compared to their demographic counterparts.
When thinking about their dream Mother’s Day plans, relaxing in bed all day is most popular, as selected by nearly two in five (37%). Roughly one in ten would instead rather go out to a formal brunch (12%), go out to a formal dinner (11%), or go to their parent’s/in-law’s house (12%). The remaining 29% say that none of these describe their ideal Mother’s Day plans.
However, just over two in five admit that they would feel guilty for telling their family that they'd prefer to spend Mother's Day at home in bed relaxing versus getting dressed up and going out to brunch (42%) – with younger moms (48% of those ages 18-34) especially likely to feel bad for this.
About the Study
These are the findings from an Ipsos poll conducted April 19 - 26, 2018 on behalf of Allswell. For the survey, a sample of 1,016 women ages 18 and over from the continental U.S., Alaska and Hawaii was interviewed online, in English. To qualify for the survey, women had to have children under the age of 18 living in their household. The precision of Ipsos online polls is measured using a credibility interval. In this case, the poll has a credibility interval of ±3.5 percentage points for all respondents surveyed.
The sample for this study was randomly drawn from Ipsos’s online panel (see link below for more info on “Access Panels and Recruitment”), partner online panel sources, and “river” sampling (see link below for more info on the Ipsos “Ampario Overview” sample method) and does not rely on a population frame in the traditional sense. Ipsos uses fixed sample targets, unique to each study, in drawing sample. After a sample has been obtained from the Ipsos panel, Ipsos calibrates respondent characteristics to be representative of the U.S. Population using standard procedures such as raking-ratio adjustments. The source of these population targets is U.S. Census 2016 American Community Survey data. The sample drawn for this study reflects fixed sample targets on demographics. Post-hoc weights were made to the population characteristics on gender, age, region, race/ethnicity and income.
Statistical margins of error are not applicable to online nonprobability sampling polls. All sample surveys and polls may be subject to other sources of error, including, but not limited to coverage error and measurement error. Where figures do not sum to 100, this is due to the effects of rounding. Ipsos calculates a design effect (DEFF) for each study based on the variation of the weights, following the formula of Kish (1965). This study had a credibility interval adjusted for design effect of the following (n=1,016, DEFF=1.5, adjusted Confidence Interval=5.0).
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Ipsos is an independent market research company controlled and managed by research professionals. Founded in France in 1975, Ipsos has grown into a worldwide research group with a strong presence in all key markets. Ipsos ranks fourth in the global research industry.
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Ipsos researchers assess market potential and interpret market trends. They develop and build brands. They help clients build long-term relationships with their customers. They test advertising and study audience responses to various media and they measure public opinion around the globe.
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