Chief Marketer (@chief_marketer) reports that “more than half of the moms responding to a study on parenting and mobile use say they first bought a smartphone as a result of having a child. Fifty-one percent admit they’re ‘addicted’ to their smartphone. And their favorite feature is the phone camera.”
Those are some of the findings of the 21st Century Mobile Mom Report compiled by BabyCenter.com (@BabyCenter). The report, built from a behavior study of more than 5,000 moms and a deep-dive study of a subset of 23 specific moms, finds that overall adoption of smartphones among mothers has risen 64% in the last 2 years. At 59% ownership, moms are currently 18% more likely to own a phone that can download apps than the general population.
Here are the study’s highlights:
• 78% admit they “love” their smartphone.
• 51% of Moms are addicted to their smartphone.
• 53% say the purchase was directly related to becoming a mom.
• Mom’s #1 feature is the camera.
• #2 feature is video capabilities.
• #3 feature is apps with more half having 10 or more apps.
• 25% of the apps on a mom’s phone are for her children.
• 68% say of Moms know how to use most of the features.
• 75% of Moms claim to troubleshoot their own phone.
• 33% use it for health and wellness (tracking family health & research).
• Moms top social activities are: newsfeeds, status updates, and reading answers to posted questions.
• 68% use their smartphone while shopping.
• 62% of moms use shopping apps to research or compare prices.
• Moms are 248% more likely than the average adult to text friends then call them.
• 46% claim to have taken an action after seeing a mobile ad on their phone.
• 29% say they like to scan bar codes and QR codes for further information on a topic.
Also read our blogpost "25% of Toddlers Have Used a Smartphone."
How will knowing this about today’s mothers influence how you publish content for them? Let Somersault help. And be sure to bookmark and use daily the SomersaultNOW online dashboard.