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BizReport : Mobile Marketing : April 04, 2011

51% of moms addicted to their smartphone

Moms are increasingly the power users of mobile, according to Babycenter's 2011 Mobile Mom Report, with motherhood prompting many to purchase smartphones.

by Helen Leggatt

babycenter logo.gifWhile moms may be dumbfounded by some techie jobs around the home, such as programming the video recorder or resetting the digital oven clock, the majority (68%) knows their way around their smartphone and three-quarters troubleshoot their own device.

Overall adoption of smartphones among moms has risen 64% over the past two years, and 51% of moms say they are "addicted" to their smartphone. Over half were prompted to purchase a smartphone on becoming a mom.

In fact, smartphones are becoming valuable devices for moms, keeping them in touch with family and work and helping organize their lives.

"Mobile isn't just a media channel, it's her constant companion that makes juggling easier. It makes her feel like a better mom," commented Tina Sharkey, Chairman and Global President of BabyCenter.

Moms spend 37% of her daily media time with their smartphone, double that spent on TV, and more than that on other media such as radio, magazines, and newspapers.

The good news for marketers is that 68% of moms use their smartphones while out shopping and nearly half (46%) say the best time to receive product information or discounts is while they are in the store. Better still, 46% of moms took action after viewing a mobile ad.

"The fact that mobile is mainstream for moms, and is always on, creates infinite possibilities for today's marketers. The mobile media inflection point is now. Marketers need to understand this to build deeper and more meaningful connections with Mom," said Michael Fogarty, Global Publisher of BabyCenter.

Tags: mobile ads, mobile marketing, mom demographics, smartphone

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