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BizReport : Mobile Marketing : September 28, 2009


Catch working mothers on-the-go with mobile marketing

Their higher-than-average spend on mobile services and propensity for downloading content could see working mothers become the holy grail of mobile marketers, according to a new study from Scarborough Research and Arbitron.

by Helen Leggatt

scarborough research logo.gifIt turns out that working mothers, defined for this study as mothers who hold down a full time job with one or more child in the household, spend more on their mobile services than the average user - 21% more, in fact.

Not only that, the research (.pdf) from Scarborough/Arbitron found that working moms, who make up 9% of the U.S. adult population and account for 21.6 million (11%) of U.S. mobile phone users, are 42% more likely to download content to their mobile phone than the average user.

"The Working Mother is the gatekeeper for purchases related to clothing, feeding and making a home for her family. Her high spending on cellular services together with her propensity to download content via her cell phone imply that mobile marketing could be an important platform for reaching her with product announcements, offers and other promotions," said Howard Goldberg, senior vice president of agency services, Scarborough Research.

There can be no doubt that on-the-go working mothers are taking advantage of mobile technology to help them save time, and even money. Marketers targeting this group would do well to consider budgeting applications, new product announcements or coupon-based promotions as part of their marketing strategy.






Tags: mobile coupons, mobile demographics, mobile downloads, mobile marketing, working mothers








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