I was doing some research to update my media kit and found this great stat:
81% of moms own a mobile phone and 45% own a smart phone
Smart Moms Using Smartphones
by Joy Liuzzo July 11, 2011
I know a lot of Moms who can’t remember how they got through the day before owning a smartphone. Seems like the only thing these devices can’t help with is actually cooking food but, who knows, someday there may be an app for that too.
In my last post, I promised to share data on these interesting “smartphone Moms”; specifically, the what, where and how behind their usage and behaviors. This information was garnered from the most recent installment of our Digital Consumer Portrait study, in which we surveyed Moms between the ages of 25 and 54, all with children under 18 living in the home.
It turns out that Moms are heavy smartphone users, which is logical given the number of jobs on their plate. They often tasked with managing everything from extensive family logistics to their own careers. We found that 81 percent of Moms own a mobile phone, and a solid 45 percent own a smartphone. Today, it seems smartphone Moms are leaning slightly more toward Android (17 percent), with Blackberry (10 percent) and iPhones (7 percent) not far behind.
One of the most significant findings is that the majority of smartphone usage among Moms happens in the home. It begs the question “Does this discovery take the ‘mobile’ out of ‘mobile phone’?” because these devices have traditionally been seen as something used on the go.
Probably not, since the term “mobile” is relative. It seems that for many Moms smartphones are becoming more like pocket computers, replacing the communications capabilities offered by their laptop or desktop. For example, why text your soccer-playing son from the computer in the den when you can do it in the kitchen while prepping dinner?
(Click chart to see detail).
Many of these smartphone Moms are actually quite well rounded in their mobile behaviors, demonstrating much more than just texting savvy. In fact, they over-index not only in their use of text, but also in their use of the mobile Internet, games, apps and social media (see the chart below).
Rather than one trick ponies, smartphones are becoming command central, if you will, for Mom’s practical needs as well as her entertainment and social outlets. This is good news, because everyone knows that a happy mom = a happy family.
If you’d like to know more about these smartphone Moms, please send me an email at firstname.lastname@example.org. I look forward to hearing from you!