Moms are 18% more likely than adults overall to own smartphones, and their ownership has grown 64% in the past two years, finds BabyCenter. More than half of moms with smartphones (53%) say becoming a mother was what spurred them to buy.
After having kids, the features women value most shift from text messaging and contacts to taking photos and video. Apps also move into the limelight; 52% have downloaded more than 10 apps, 25% of which are for their kids.
Smartphones take up 37% of moms’ media time, more than they spend with any other medium. Nearly half (46%) have taken action based on a mobile ad. More than two thirds (68%) use smartphones while shopping; 46% say the best time to receive product information is while they’re in-store. [Women, Telecommunications]
Source: “21st Century Mobile Mom Report,” BabyCenter, Michael Fogarty, SVP/Global Group Publisher, 163 Freelon St., San Francisco, CA 94107; 415-537-0900; solutions@babycenter.com; www.babycenter.com. Price: Contact for information.
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