Mobile moms: 18% more likely to own a smartphone

Faith Merino · August 27, 2012 · Short URL:

Mojiva report shows moms average 6 hours a day on smartphones and 51% say they're addicted

A curious thing happened to me when I became a mom.  Suddenly, I needed lots and lots of stuff.  Stuff for the baby, stuff for his room, stuff for our room for him, stuff for the kitchen and bathroom, stuff for the dogs—lots of stuff!  I ended up buying most of this stuff online, and once the butterball made his debut, 90% of my online purchases were from my phone, since it was next to impossible to get on my computer for the first six months.

The buying power of moms should never be underestimated, especially when it comes to mobile commerce.  A report released Monday by Mojiva takes a look at connected moms and their mobile habits.  The findings show a powerful demographic that every mobile company should be tapping into.

Among Mojiva's findings: moms with smartphones spend an average of 6.1 hours a day on their phone, which is up 40% from 2009.  And of the moms who own a smartphone, more than one-third own another connected device, such as an iPad (9.8%), Kindle (9.5%), or an iPod Touch (5.7%).

Overall, moms represent a $2.4 trillion market, and of those who own a mobile device, 62% use a shopping app and 46% want to receive information on their mobile phone while they’re actually in a store.  Interestingly enough, 62% of moms surveyed actually said they changed brands when they had children.  

In a survey of 1,500 moms who own tablets, a whopping 97% made a purchase from their tablet in the last month.  Additionally, some 31% of moms with tablets log more than 10 hours a week on their tablet versus less than two hours on their PC.

And when it comes to social media, half of connected moms use their mobile device to access social media and 35% follow a brand or company via social media.

This is all really interesting when you consider the fact that every smartphone commercial features youngish 20-something guys hanging out.  The truth is that moms are 18% more likely than other adult mobile users to own a smartphone.  Couple that with the fact that moms make 85% of the purchases for their households, and you’ve got yourself a goldmine that’s being completely ignored by gadget marketing. 


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