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BizReport : Mobile Marketing : October 14, 2014

Mobile the device of choice among Millennial Moms

Millennial moms are empowered by technology, finds a new study Millennial Media for mobile ad agency Ansible, and use several devices depending on their location.

by Helen Leggatt

Connected Millennial moms in the U.S. are a significant opportunity for advertisers with mobile being the best screen for accessing and influencing this target audience. Furthermore, they are a flourishing market with an estimated $170 billion in annual spending.

Behavior analysis conducted among 535 U.S. Millennial moms aged between 18 and 34 found they are "an active, dominant, mobile-savvy group of consumers who use multiple devices along the purchase funnel".

The research also found that Millennial moms use different devices for different categories. Focusing on four product categories - retail, consumer electronics, consumer goods and automotive - the report found Millennial Moms:

- over-index on Android smartphone ownership (59%) and overall tablet ownership (43%);

- are heavy cross-screen users and spend more times across screens and devices than their spouses;

- of Millennial Moms who start their purchase journey on a smartphone, 84% continue on that device while 88% continue on a tablet and 85% on a PC;

- Millennial Moms' device use depends on location - smartphones are used when out of the home while tablet use is mostly confined to the home;

- Millennial Moms use their smartphone in-store to take pictures of products (50%), scan product barcodes (32%) and find product coupons and deals (39%)

"Moms today are savvier than ever, leveraging on-the-go tools to effectively maximize value and time," said Carrie Seifer, SVP of Global Strategy at Millennial Media. "As such, mobile has become moms' device of choice across a range of functions, including researching and purchasing. Given the fact that moms often hold much of the purchase decision-making power in a household, mobile should be a top vehicle for outreach across the board."

Image via Shutterstock

Tags: Millennial, mobile, mom trends, research, smartphone, tablet

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