While there are conflicting statistics regarding the total number of women smartphone owners — Nielsen reports 50% of women own smartphones; Pew Research Center says only 44% own them — there’s little question that women, particularly moms, increasingly use their phones as multimedia entertainment devices. More than three in four women who own smartphones (78%) say their time spent viewing mobile content has increased year-over-year, according to mobile video provider VuClip.
Mobile Moms
Moms are even more plugged-in than other adults:
- More than nine in 10 moms (95%) own smartphones, according to 360?Public Relations.
- Moms with children age seven or younger are more likely than moms with children age eight or older to own iPhones (57% vs. 49%), says 360 PR.
- Nearly three in four moms have increased their usage of mobile apps (72%) in the past year.
- Moms are 53% more likely than adults in general to use mobile banking applications and 58% more likely to shop via smartphone., according to BabyCenter.
- Moms are 38% more likely than adults in general to own Internet-connected TVs (such as Apple TV), says BabyCenter.
- Moms are 28% more likely to use tablets. Furthermore, moms who own Internet-connected TVs spend three more hours per day consuming media than adults who don’t have connected TVs, reports BabyCenter.
Four in 10 moms send/read text messages and/or go online using their tablets or smartphones while watching TV. One in four “always” or “often” talk to someone else while watching TV.
Moms are less likely than dads to have purchased cell phones for their tween children (50% vs. 65%), according to the National Consumers League and ORC?International.
Contacts and Connections: “2012 American Media Mom,” BabyCenter, Mike Fogarty, SVP/Global Publisher, 163 Frelon St., San Francisco, CA 94107; 646-487-6380; 21centurymom@babycenter.com; www.babycentersolutions.com.
National Consumers League, John Breyault, VP Public Policy, Telecommunications, Fraud, 1701 K St., NW, Washington, DC 20006; 202-207-2819; johnb@
nclnet.org; www.nclnet.org.
Nielsen, Elizabeth Luke, Communications Analyst – Mobile, 770 Broadway, New York, NY 10003; 646-654-5000; elizabeth.luke@nielsen.com; www.nielsen.com
Pew Research Center, Kathryn Zickuhr, Report author, 1615 L St., NW, #700, Washington, DC 20036; 202-419-4500; info@pewinternet.org; www.pewinternet.org.
Prosper Mobile Insights, Pam Goodfellow, Consumer Insights Director, 400 W. Wilson Bridge, #200, Worthington, OH 43085; 614-846-0146; info@prospermobile.com; www.prospermobile.com
ORC International, Graham Hueber, Senior Researcher, 902 Carnegie Ctr., #200, Princeton, NJ 08540; 800-444-4672; graham.hueber@orcinternational.com; www.opinionresearch.com.
VuClip, Judith Coley, VP Marketing, 1551 McCarthy Blvd., Milpitas, CA 95035; 415-350-1983; jcoley@vuclip.com; www.vuclip.com.
360PR MomSquad, Caroline Pierce, 140 Clarendon St., #401, Boston, MA 02116; 617-585-5778; cpierce@360publicrelations.com; www.360pr.com.
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