The "21st Century Mobile Mom® Report" from Babycenter reveals that smartphones "have become indispensable to moms, who are 18% more likely than average to have (one)."
Smartphone adoption among moms has risen 64% in less than two years, and nearly half (46%) of moms have taken action after seeing an ad on their smartphone.
Key points in the study:
- Motherhood is a trigger for mobile adoption
- Moms are mobile power users
- Mobile forever alters the path to the register
- Mobile addiction changes media consumption
- Moms tap on mobile ads
The study captured the opinions and behaviors of more than 5,000 moms and members of the general population as well as an ethnography study of 23 moms that included over 1,000 text logs, 200 video entries, and 32 hours of in-home interviews.
