Mothers are spending a surprising amount of their daily time with media and they’re among the earliest adopters of new technology platforms, according to Nielsen’s (@NielsenWire) and BabyCenter’s (@BabyCenter) new study.
· The research shows an increased rate of smartphone adoption with 65% of moms navigating their busy lives on the mobile Web.
· Mothers are 38% more likely to own an Internet TV device and 28% more likely to own a tablet.
· 1 in 4 moms talk on the phone while watching TV or are online; and they like to shuffle through social media sites while watching online video.
While the figures are new, these trends have been building for years now. Previous Nielsen studies had shown that nearly 1 in 3 bloggers are moms, with women making up the majority of bloggers in 2011. Yet, just because moms are voracious digital consumers doesn’t mean they’re easy targets for brands and advertisers. According to the BabyCenter press release, “Three in four moms say that they skip all of the ads they can while watching television content — a rate that is 20% higher than the general online population.”
For brands it would appear that mobile is the way to a busy mom’s heart as usage of mobile for product/brand recommendations has almost doubled in 2011 to 33%. With moms relying on smartphones more than ever before, brands may want to think about upping their mobile targeting ad campaigns to reach moms directly at the point of purchase.
Moms are 50% more likely to watch video online compared to the general population.
Read the news release in full.
Also see our previous blogposts, “2 Out of 3 Moms Now Use Smartphones While Shopping” and “Motherhood Sends Moms to Smartphones.”
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