Moms and money

From Lucid Marketing, a company specializing in marketing to moms:
 
MONEY: What's Happening At Home?
Marketers often consider income as a factor in determining whom to target in a household with sales and marketing messages -- individual income should no longer be a primary factor.

In recent research revealed by lucid marketing, 79 percent of moms earn less money than their husbands, but moms control money management.

Some of the study's significant findings include:

BILL PAYING
Moms are very active in bill paying, with 76 percent involved in this responsibility. 46 percent are solely responsible for paying household bills, versus 24 percent of dads.
RESEARCH INVESTEMENTS
When researching investment changes, 78 percent of moms are participating. 34 percent do the majority of the research, versus 22 percent of dads.
MANAGING INVESTMENTS
For financial investments such as college savings, and retirement planning, 67 percent of moms participate and 21 percent are solely responsible. 32 percent of dads are solely responsible.