Moms on Mobile: Are They Way Ahead of You?
By Mike Stiles on Aug 28, 2012
You may have no idea how much and how fast moms are embracing mobile.
Of all the demographics that can be targeted by marketers, moms have always been at or near the top of the list. And why not? They’re running households, they’re all over town, they’re making buying decisions, and they’re influencing family and friends.
They, out of necessity, become masters of efficiency and time management. So when a technology tool, like mobile, comes along that assists with that efficiency and time management, we would obviously expect them to take advantage of it.
So if it’s obvious, why are so many big, sophisticated brands left choking on the dust of moms who have zoomed past them in the adoption of mobile, and social on mobile?
Let’s break down some hard truths as presented by a Mojiava report:
-Moms spend 6.1 hours per day on average on their smartphones – more than magazines, TV or radio.
-46% took action after seeing a mobile ad.
-51% self-identify as “addicted” to their smartphone.
-Households with an income of $25K-$50K have about the same mobile penetration among moms as those with incomes of $50K-$75K. So mobile is regarded as a necessity for middle-class moms.
-Even moms without smartphones spend 2.5 hours on average per day on some connected mobile device.
-Of moms with such devices, 9.8% have an iPad, 9.5% a Kindle and 5.7% an iPod Touch.
-Of tablet-owning moms, 97% bought something using their tablet in the last month.
-31% spend over 10 hours per week on their tablet, but less than 2 hours per week on their PCs.
-62% of connected moms use shopping apps.
-46% want to get info on their mobile while in a store.
-Half of connected moms use social on their mobile. And they’re engaged. 81% are brand fans, 86% post updates, and 84% comment.
If women and moms are one of your primary targets and you find yourself with no strong social channels where content is driving engagement and relationship-building, with sites not optimized for mobile, or with no tablet or smartphone apps, you have been solidly left behind by your customers and prospects. And their adoption of mobile and social on mobile is only exponentially speeding up, not slowing down.
How much sense does it make when your customer is ready to act on your mobile ad, wants to user your iPad app to buy something from you, wants to be your fan on Facebook, wants to get messages and deals from you while they’re in your store…but you’re completely absent? I’ll help you cheat on the test by giving you the answer…no sense at all.
Catch up to momma.