Foursquare’s recent report on the diversity of mothers provides some surprising data that will be helpful to direct sellers when determining their company’s messaging strategies and onboarding materials for new distributors. While some moms may fit into multiple buckets, there are some ways to explore life stage nuances in a deeper way.

The report features location technology that shows generalized media targeting and standard demographic descriptors don’t work anymore. Smart targeting is about viewing commonalities, like motherhood, as a modifier, and, according to the company, blanket terms are missing the behavioral insights which ideally should be constructing them.

Location technology can be used as a proxy for unpacking factors like consumer life stages and lifestyles to help marketers better reach as well as engage audiences. As household decision-makers, mothers, in particular, are a prime audience to not only reach, but truly understand. In fact, Forbes claims that mothers control 85 percent of household purchases, with a spending power of $2.4 trillion.

Foursquare was able to identify, reach and comprehend more nuanced audience segments based on real-world consumer behavior. In viewing motherhood as a modifier, it recognized that moms have rich lives and interests in addition to raising children. The following are insights that Foursquare location data confirmed as to the true versatility of motherhood.

New Moms:

• prioritize getting back in shape after pregnancy: They’re 11% more likely than the average female U.S. consumer to visit gyms, and 12% more likely to visit yoga studios.
• are mindful of what they’re feeding themselves and their families: They’re 7% more likely to visit health food stores, 5% more likely to visit Whole Foods Market, and 4% more likely to visit juice bars.
• appreciate the convenience of a one-stop-shop: They’re 28% more likely to visit Target (versus 22% less likely to visit run-of-the-mill grocery stores like Publix, 16% less likely to visit Albertsons, and 6% less likely to visit Kroger).
• enjoy beer venues: New moms also need to take the edge off from time to time and are actually 11% more likely than the average female U.S. consumer to visit beer bars, and 4% more likely to visit beer gardens (however, they’re 7% less likely to visit wine bars, and 5% less likely to visit cocktail bars).
• often opt for mass-market gyms over boutique studios: Perhaps appreciating the flexibility of working out when they can find the time, they’re 6% less likely to visit boxing studios, and 5% less likely to visit boutique cycling studios like Soulcycle (versus 174% more likely to visit midmarket gyms like Gold’s Gym, 28% more likely to visit Life Time Fitness, and 14% more likely to visit Anytime Fitness).

 Moms of Young Children:

• visit kid-friendly food venues so they can bring the little ones along: They’re more likely than the average female U.S. consumer to select tastes like tater tots, ice cream sundaes, and soft pretzels.
• shuttle to after-school activities: They’re often seen at gymnastics gyms, dance studios, music schools, martial arts studios, soccer fields, baseball fields, and skating rinks.
• are seen at kid-friendly leisure venues: They’re 34% more likely to visit Chuck E. Cheese’s, 29% more likely to visit playgrounds, 24% more likely visit zoos, 18% more likely to visit theme parks, 12% more likely to visit arcades, and 12% more likely to visit mini golf courses.
• say yes to convenient dining over the more health-conscious options: Perhaps opting for pace and ease, they’re 12% more likely than the average female U.S. consumer to visit fast food joints—for example, they’re 37% more likely to visit Little Caesars, 27% more likely to visit Chick-fil-a, and 17% more likely to visit Red Robin.
• can be spotted refueling on the go: They often stop at gas stations, convenience stores, and are 17% more likely to visit Sonic Drive-in.

Moms of Teenagers:

• are more price-conscious: As children age and college becomes a closer option, they’re 44% more likely than the average U.S. consumer to frequent discount stores. Spy them at stores like Five Below, and Dollar General.
• support their athletic kids: They’re 17% more likely to be seen at sporting goods stores, 44% more likely to be seen at Dick’s Sporting Goods, 56% more likely to be seen at soccer fields, 44% more likely to be seen at baseball fields, and 14% more likely to be seen at tennis courts.
• are often also seen at professional sports games: Compared to the average female U.S. consumer, they’re 34% more likely to visit football stadiums, 14% more likely to visit basketball stadiums, and 10% more likely to visit baseball stadiums.
• shop at trendy, but affordable places: They’re 43% more likely to shop at Victoria’s Secret Pink, 29% more likely to shop at Old Navy, 22% more likely to stop by Nike Outlet store, and 8% more likely to hit up outlet malls.
• are actually a bit less health and fitness-oriented: They’re 33% less likely to visit cycling studios, 23% less likely to visit Pilates studios, and 18% less likely to visit salad spots.

 Empty Nesters:

• enjoy high-end culture, making the most of free time: They’re 78% more likely than the average female U.S. consumer to frequent opera houses, 24% more likely to visit theaters, and 14% more likely to visit performing arts venues.
• like to cook, even though they have less mouths at home to feed: They’re 24% more likely to enjoy farmers markets and 15% more likely to enjoy gourmet shops.
• are ready to decorate: They’re 31% more likely to browse antique shops, 23% more likely to browse furniture stores, 37% more likely to visit Pier 1, and 31% more likely to stop at Home Goods.
• value fashion a bit more, perhaps focusing on themselves rather than children: They’re fans of department stores like Bloomingdale’s, Macy’s, Lord & Taylor, and are 18% more likely to shop at boutiques, and 16% more likely to shop at jewelry stores.
• enjoy wine-related tourism, perhaps enjoying adult-oriented travel after years of kid-friendly vacations: They’re 36% more likely to be spotted at vineyards, and 24% more likely to be at wineries.

In addition to life stages, lifestyles are equally important when breaking down audience buckets. Generalized terms like “working moms” and “millennial moms” are often too broad, failing to distinguish the intricate factors that lead to such classifications. Foursquare identified groups of mothers based on our foot traffic data (not stereotypes) and broke down popular cultural beliefs to look five core segments brands should consider.

 Working Moms:

• are likely to commute by mass transit: They’re 35% more likely than the average female U.S. consumer to be seen at metro stations, 33% more likely to be seen at train stations, and 28% more likely to be seen at bus stations.
• have stamina: They’re 67% more likely to be seen at cycling studios, 48% more likely to visit Pilates studios, 32% more likely to visit boxing gyms, and 12% more likely to visit gyms in general. They appreciate a schedule, favoring boutique studios like SoulCycle, FlyWheel Sports and CorePower Yoga.
• work on their homes: They’re more 48% more likely than the average female U.S. consumer to browse Crate & Barrel, 31% more likely to peruse The Container Store, and 27% more likely to browse Ikea.
• take a break between work and family time to recharge: They’re wine drinkers, 24% more likely to hang at wine bars, 15% more likely to visit wine shops. They also value self-care, and are 26% more likely to visit massage studios, 25% more likely to visit spas, and 20% more likely to visit nail salons.
• keep up with fashion trends at stylish retailers: They’re 59% more likely to visit Anthropologie, 44% more likely to visit Zara, 34% more likely to visit Gap, 32% more likely to visit UNIQLO, and 20% more likely to visit H&M.

 Tech-Savvy Moms:

• take their kids to digitally-driven entertainment spots: They’re 21% more likely than the average female U.S. consumer to visit video game stores, 6% more likely to visit arcades, and 24% more likely to visit Dave & Busters.
• are working professionals: They’re often seen at offices, convention centers, meeting rooms, and conference rooms.
• are also beauty enthusiasts, perhaps finding inspiration while scrolling: They’re 52% more likely to visit perfume shops, 12% more likely to visit cosmetics stores, 60% more likely to visit Sephora, and 11% more likely to visit Sally Beauty Supply.
• don’t spend all of their time indoors: They’re actually more likely than the average female U.S. consumer to enjoy the outdoors. Find them at trails, neighborhood parks, national parks, outdoor supply stores.
• are healthy eaters, favoring nutritious options over junk food that’s sometimes associated with the gaming or tech worlds: They’re 28% more likely to shop at health food stores, 28% more likely to stop by salad spots, and 25% more likely to visit juice bars.

 Active Moms:

• enjoy boutique fitness in particular: They’re 67% more likely than the average female U.S. consumer to visit CorePower Yoga, 52% more likely to visit Flywheel Sports, 42% more likely to visit SoulCycle +42%, and 30% more likely to visit Barry’s Bootcamp.
• have active kids: Spot them at gymnastics gyms, dance studios, martial arts studios, skating rinks, soccer fields, baseball fields, and gym pools.
• fuel up with coffee: They’re lovers of Peet’s Coffee & Tea and Starbucks, as well as eateries with breakfast options like Corner Bakery Cafe, Pret A Manger, and Le Pain Quotidien.
• say yes to indulgences, treating themselves to sweets after a tough workout: They’re 22% more likely to visit pie shops, 6% more likely to visit donut shops, 5% more likely to visit yogurt shops, and 3% more likely to visit bakeries.

 Millennial Moms:

• are music and nightlife fans: They’re 27% more likely than the average female U.S. consumer to go to music venues, 28% more likely to attend comedy clubs, 34% more likely to hang at whiskey bars, and 29% more likely to enjoy cocktail bars.
• enjoy active experiences: Spy them at climbing gyms, national parks, and trails.
• enjoy boutique fitness: They’re 85% more likely to visit cycling studios, 37%% more likely to visit boxing gyms, 60% more likely to visit Pilates studios, and 44% more likely to visit yoga studios.
• appreciate old-school arts and culture: Perhaps commonly perceived as digital connoisseurs, our data shows they’re actually more likely than the average female U.S. consumer to appreciate a good old-fashioned night at the movies. Rather than being glued to their screens, we found they’re more likely to visit art museums and galleries.
• are slightly less into beauty: Despite the rise of beauty bloggers and influencers, we found they may be too busy enjoying experiences to get always get dolled up. They’re actually 4% less likely to visit spas, and 3% less likely to visit cosmetic stores.

 Moms of Multiple Kids:

• are price-conscious, seeking deals as they shop for a large household: They’re 23% more likely to shop at discount stores, 9% more likely to shop at big box stores, 38% more likely to shop at 99 Cents Only, 21% more likely to shop at Dollar Tree, and 19% more likely to shop at Target.
• are not big on nightlife, often too busy taking care of the kids for a night on the town: They’re 26% less likely to visit hotel bars, 24% less likely to visit whiskey bars, 27% less likely to visit cocktail bars, 18% less likely to visit nightclubs, and 15% less likely to visit karaoke bars.
• actually do take the time to DIY: Perhaps looking for a creative or money-saving outlet, spot them at arts & craft stores like Michael’s and Jo-ann Fabrics.
• are still able to recharge: They’re 26% more likely to work out their stress at boxing gyms, 11% more likely to be found at Gold’s Gym, 9% more likely to treat themselves to mani-pedis at nail salons, and 6% more likely to visit spas.
• are not into organic or vegetarian: Perhaps disliking the higher prices, they’re 40% less likely to shop at organic grocery stores, and 31% likely to stop by vegetarian restaurants.