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BizReport : Social Marketing : June 06, 2013

Reports: How moms and TV viewers are using mobile

Mobile devices aren't just for game playing any longer. Two new report show how moms and television viewers are engaging with mobile.

by Kristina Knight

First, from Jumptap, data that may help brands better target mobile campaigns. The latest Jumptap MobileSTAT Report shows that stay-at-home moms are more likely than working moms to use a tablet. Their research also shows moms are 114% more likely to own an iPod Touch than average moms. Stay-home moms are 47% less likely than average to own an iPhone, however.

As for tablets, moms are about 13% more likely to own a tablet, with the iPad winning that race. And, moms are more likely to be online on the weekend than during the weekday.

"Tablet usage is most common in the home, which supports stay-at-home Moms' heavier usage of the device," Matt Duffy, VP of Marketing at Jumptap. "As the May MobileSTAT proves, Moms tend to be heavy tablet users overall, which is why Jumptap encourages its advertisers to incorporate a cross device strategy when trying to reach the demographic."

Meanwhile, new data out from Chadwick Martin Bailey, on behalf of the Council for Research Excellence (CRE), finds the bulk of mobile television is viewed in-home. The TV Untethered report shows that 82% of tablet and 64% of smartphone television viewing occurs in the home.

"While mobile-video consumption remains a small minority of total television consumption, nearly 41 million Americans today are watching video on mobile devices, according to Nielsen - and that is impacting overall TV consumption," said Laura Cowan, Research Director LIN Media and Co-Chair of CRE's Media Consumption and Engagement Committee. "Media companies need to understand not only the methodologies for measuring video consumption on mobile devices, but also the impact of mobile viewing on television consumption overall - information which is crucial for planning relative to content development and advertising. We believe this study has helped move us closer toward that understanding."

The study also found:

• Dramas engage the most viewers (31% tablet, 27% smartphone)
• Most choose mobile viewing because of the convenience factor (49%)
• Some say they watch mobile TV because someone else in the household watches via television

Image via Shutterstock

Tags: Council for Research Excellence, Jumptap, mobile marketing, mobile social marketing, mobile television, social marketing, social network trends, video trends

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