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The Modern Marketing Blog covers the latest in marketing strategy, technology, and innovation.

Trying to reach the mom demographic? Go mobile

Steve Olenski
Director of CMO Content & Strategy

I am surely not going to rehash, regurgitate and remind all those in the marketing and advertising world just how important mobile has become by bringing up all the statistics they already (should) know.

Ok, maybe just a few.

  • By the end of 2013, there will be more mobile-connected devices than there are people on earth.
  • The average US adult spends an average of 141 minutes a day on a mobile device.
  • 55% os businesses have mobile optimized websites while 22% have no mobile presence whatsoever.

The first two stats come courtesy of  the article 99 Amazing Facts On The Future of Business. And the last one comes courtesy of Econsultancy.

None of the above stats should come as any surprise to marketers or advertisers although they may want to pay extra close attention to that last stat and work on either improving their brand's mobile presence and actually creating one in the first place.

However, the one stat - or should I say the latest stat that should make every marketing and advertising sit up and take note has to do with one certain demographic in general. You might even say it is the most important demographic: Moms.

Not long ago I wrote that This Is The Most Important Demographic In Relationship Marketing.

In the aforementioned article I told you of the fact that moms make the majority of household buying decisions.

I also shared the stat with you that moms are very mobile with 61.5% frequently using a smartphone and/or tablet to visit websites and/or check in on social networks.

Well today I want to share this with you, courtesy of eMarketer by way of BabyCenter's 2013 Mobile Mom Report:

Quoting eMarketer: "...in the past year alone, the number of US mothers using smartphones increased nearly 34%. And 46% of these mothers admitted being addicted to their smartphones."

Want another stat?

Try this one on, via the BabyCenter press release announcing the findings: "81% of moms reported using their smartphone to help her manage her day, an increase of 212% since 2011."

As to what types of activities mom are using their smartphone for:

Now you tell me.

In looking at the chart above do you see any opportunities for marketers and advertisers to reach and engage with this most powerful of brand ambassadors?

Did Someone Say More?

That's right boys and girls. Despite the fact that many of us find mobile ads to be annoying, moms feel otherwise.

Michael Fogarty, Global Publisher of BabyCenter, “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."

There's also the matter of apps. Seems that moms not only are open to mobile ads they are also frequent users of mobile apps, particularly those of the shopping variety.

In closing...

As I mentioned earlier moms make the majority of household buying decisions. And that most surely includes holiday gift buying. And they will surely be mobile when doing said holiday shopping so do yourself a favor and read and Mobile marketing: 5 ways to ring up blockbuster sales this holiday season.

You'll be glad you did.

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