Corona evil that changed the life style so far at the world level.Repeated outing restrictions, prolonged remote work, and increased time at home have greatly changed the awareness and behavior of people.

Among them, especially moms with small children seem to be flexibly changing their values for childcare and living before Corona.

Dentsu Mamalabo analyzed the data of "Family Note", which summarizes the voices of the app "Mamari" ( *) supported by moms nationwide.In addition, we conducted an independent survey at Mamalabo to explore new values that have sprouted to moms.

※ママリコネヒト株式会社が運営する「ママの一歩を支える」をテーマにした、妊活・妊娠・出産・子育ての疑問や悩みを解決する情報サイト。ママの不安や悩みを解決する情報を毎日発信している。

In this series, we will tell you about the changes in the awareness and behavior of the Corona evil moms.The first is about the change of mom's awareness and consumption tendency.

【ママラボ】ママと子どもの本心と真摯（しんし）に向き合い、課題解決策を提案するワークタンク。「母親の視点にこだわって、次世代家族マーケットを活性化したい」という考えのもと、2008年に設立。ママ・子ども・家族の向かう先を予測し、多くの企業や団体に事業課題や社会課題を解決するためのリアルなインサイトとソリューションを提供している。

"Poi activity" makes household management a little rich and fun!

Due to the effects of the corona, the way of working has changed, and the household budget has a significant impact, so you can read new signs of your mom's awareness of money.

Graph 1 is a graph using the words searched in the Mamari app.In the topic of moms' communities, it is clear that searches such as "no money" have been increasing since the first urgent situation declaration.

Even in Mamalabo's "Mama's Awareness Survey on Corona's World" in December 2021, it was an item that "I started to chose prices (cospa) rather than because of the incomes (because my income is uneasy)".On the other hand, nearly 50 % of the people who say "apply" and "somewhat applicable".(Graph 2)

In particular, the percentage of "applicable" is 18.8 % for moms in their 20s and 17.5 % for moms in their 30s.

Originally, moms in the presentation of the presentation are generations who use the gaps of daily life, and have no resistance to "palm consumption", which allows family, shopping and collecting information on smartphones.

In addition, the recent discarded boom and simple and minimal living trends have increased their awareness of things more than necessary among moms.

Judging that it is worth it if it meets the needs of your family even if it is used, and use an application that can buy and sell things that you do not need in the house.I am shopping wisely with low cost.As you review your life during the stay home, you may be more aware of the balance of value that can be obtained by price.

Also, according to Dentsu Mamalabo's “Mom's Awareness Survey on Corona Demonstrations,” it was found that more and more “poi activities” use points when shopping.

When asked about the service that increased the use after the outbreak of corona, "online shopping" was 29.1 %, and "meal takeout and delivery" ranked second at 26.1 %.Next, "Poi activity" ranked 3rd to 19.4 %.(Graph 3)

In addition, it can be seen that the point operation is 4.4 % in seventh place, and the new consumption activity and household management concept of shopping and operating at points are spreading.Even if your income is declining, you can see the moms who are devising their household budget.

In recent years, it has become possible to collect points in various situations, such as online shopping and using apps, as well as real situations such as supermarkets and convenience stores.By using the app at the time of purchase according to the campaign, the points are based on how to use that point wisely.

"Mamari" has been searching for "Recommended Poi" since the emergency declaration in 2020 has increased, and it can be seen that interest in poi activity is increasing.(Graph 4)

Also, if you look at the comment case (Fig. 1) sent to Mamari, you can clearly see what kind of poiing moms are doing.

It seems that Poi activity uses multiple methods, such as Rakuten Ichiba, LINE, D payment, credit card payment, and mechanisms that can be brought on a smartphone.

Sometimes it is used for living expenses, such as "used for gasoline" or "used for pharmacies sold", but "I bought daily necessities, I bought my clothes and shoes at points", "I bought sweets in the app coupon".It seems that it is used as a little reward for yourself without a sense of guilt, and you can see that even while saving, it is devising to enrich your life.The mothers of the peace are enjoying their lives, cherishing the feelings of "If mom continues to endure, it will not be good for the family?"It seems that.

"To prepare for the future", "survive corona", "enrich your family time" is the selection criterion

Next, let's take a look at the purchase features of moms in their 20s and 30s.

Questions about "newly purchased items and services after Corona's evil" (Graph 5), the proportion of "deposits, insurance, and investment for children" for moms in their 20s and 30s.It seems that they are firmly taking measures to save in the future of their children.

In addition, "clothing for children, clothing miscellaneous goods ( * with antibacterial and colona functions)", "leisure / travel", and "automatic cooking equipment" are higher than moms in their 40s and 50s.It is also characteristic.

In addition, there are not many, but automatic cooking utensils are also interested in moms in their 20s and 30s.Such products that can be cooked just by cutting the ingredients may be necessary for families to smile in a stuffy life, even if they are expensive.

In the data of Mamari's "Family Note" (Graph 6), search for high -priced zone appliances such as "drum -type washing machine" and "hot cook" is in the 2nd emergency declaration in 2021.It has increased at a stretch and has calmed down once, and has increased again after the staying period after the 4th turbulence declaration since July 2021.

In addition, according to Mamari's "Family Note" "It is good to buy during the stay home period" (Fig. 2), in addition to play tools such as karaoke microphones and garden playground equipment, home bakery, pasta machine, smoking roaster, takoyaki, etc.It seems that items that can enjoy eating out at home are also talked about.

It can be said that things that "enrich your family time" because you have more time with your family, such as staying and working at home, has become an important purchase criterion for corona evil.

This time, I have seen changes in the awareness and consumption trends surrounding moms.It was clear that the moms were trying to find themselves, while devising their moms to be positive, even in the hardships of the corona.

The place to tighten is tightened, and it invests in those that enrich the family time, even if it is a little expensive.I saw such a flexible mom.

Next time, I will tell you about changes in awareness of "children's lessons" due to corona.

【調査概要】調査方法：インターネットによる調査調査対象者：◆スクーリング※20~59歳女性の子ありの人口構成に沿って回収・20~59歳の子あり女性（DBで「子あり」登録者）◆本調査・子あり・配偶者＋子ども（末子が0歳～中学生）と同居調査エリア：全国調査時期：◆スクーリング：2021年12月14日（火）～19日（日）◆本調査：2021年12月17日（金）～19日（日）サンプル数：600サンプル調査実施：電通マクロミルインサイト