From parenting to beauty habits and from
mobile devices to social media behaviors, moms are driving and shaping the new
digital world. With a do-it-all attitude, moms are not only taking care of
their families but are also driving social media trends and smartphone usage.
Moms are a critical audience for marketers, and understanding their mobile
media behaviors and attitudes can help marketers to take advantage of the
emerging trends. In the crowded marketing landscape, it’s been an increasingly
challenging task to keep on top of moms’ media experiences.
Mobile moms are a critical target not only
for their amazing buying power, but also for their incredible influence on
others. So the question for every mobile marketer is
“Are they doing enough in
reaching moms in an effective and efficient manner? “
In partnership with Decision Fuel & On
Device Research, InMobi uncovered the first truly global analysis of this
highly influential demographic through our Global Mobile Media Consumption
Study. Our study explores mobile media behaviors of Mothers, defined as female
with children living at home, to provide advertisers with a deeper
understanding of their media habits, purchase behaviors and receptivity towards
Are Mobile Ninjas
Mobile moms globally spend an average of
6.2 hours per day consuming media content, with more of that time spent on
mobile devices than any other platform. This generation now devotes an average
of almost 2.3 hours per day to mobile media, which includes smartphone and tablets,
pushing mobile usage ahead of television (1.4 hours) and desktop computers (1.4
Marketing takeaway: Marketers
should create multiple touch points for mobile moms who are connected 24x7
across various the mobile media channels.
It is well known that moms are
efficient multitaskers across various activities, including work, home and
family. 65% of global mobile moms’ multitask while watching TV, and they are
mainly engaged in social activities followed by search, music and
shopping.For most moms, multitasking is
a mastered skill, and our study reveals that when it comes to media
multitasking, nearly 3 out of 5 mobile mothers globally engage in dual screen
activities (between TV and mobile), and they most typically engage in social
networking activities, followed by research, music listening and shopping
Moms enjoy connected experiences which extend across the screens. It is
important for marketers to develop strong multi-channel advertising strategies
to provide connected information effectively across screens to improve moms’
perceptions about brands.
Moms Are Captivated by Smartphone
Mobile moms continue to contribute to the
smartphone boom and are finding new ways to incorporate them into everyday life
because of three convenience factors.Findings shows that 49% of users prefer mobile because “it’s easy to
use,” 47% say that they use mobile most because “it’s constantly with them” and
29% agree that “mobile device is the most private way to consume information
and communicate”. The report’s findings also indicate that mobile mothers spend
19% of their mobile media time on entertainment purposes, 18% on playing games,
17% interacting with social media and 12% on shopping
Takeaway: The mobile phone has become a constant companion among mobile mothers
to indulge in music, entertainment, education and shopping activities. These
factors are highly attractive to marketers, and they provide them a great
opportunity to engage and influence mothers in a highly personalized consumer
Apps and Moms
Apps and Moms are made for each other. Our
study reveals the accelerated usage of mobile apps among mobile mothers; 28% of
respondents have actively used 6-10 apps in the past 30 days, averaging 6.0
apps. According to our study, mobile mothers in Australia & US top the list
in terms of active apps usage. Moms are always on the lookout for apps that are
genuinely useful and not just for recreation.
Marketing Takeaway: Mobile Moms see value
in many apps and how apps can be an integral part of their daily lives. Hence,
it is important for brands to identify the value an app can provide before
building it. Moms tend to clock lot of time with educational, lifestyle,
social, shopping and game apps. It is important for brands to create or target
apps that align with moms’ needs and lifestyles.
Mobile Devices Are Moms Personal
Moms are becoming increasingly comfortable
using smartphones to look at offerings, discounts, product comparisons and
mobile advertisements. Our study reveals that 56% of them are as comfortable
with mobile advertising as they are with TV or online advertising. Our survey
shows that 77% of mobile mothers feel that mobile advertising has introduced
them to something new; 69% feel that it has provided them with better options,
and 50% of mobile mothers say mobile ads have influenced their purchases. The
data also highlights the importance of location-based advertising, with 69% of
respondents claiming that mobile ads have helped them find something nearby,
while 50% said mobile adverting has influenced in-store purchase decisions.
Marketing Takeaway: Mobile Ads influence
mobile mothers’ decision processes. It is important that marketers engage moms
in brand conversations. Marketers should utilize interactive rich media ads,
which should be intuitive and unintrusive
Use of Smartphones for Mobile Commerce is Rising
Mobile has become essential throughout the
path to purchase. Our survey clearly shows that moms are becoming more
tech-savvy and are relying on mobile phones and wireless technology for
m-commerce; they can shop and buy while in-store or on-the-go, wherever they
are and whenever they need. They can purchase anything from to family items
like clothing and household products to other products, such as consumer
electronics, or services, such scheduling doctor’s appointments.
Mobile moms are a more empowered shopping
group than ever. Our research indicates that 84% of mobile mothers plan to
conduct mobile commerce in the next 12 months, an 11% increase from today.
Marketing Takeaway: Mobile mom’s
dependencies on mobile shopping due to their busy lives, provides an
opportunity for marketers to make them the ideal target for advertising.
Marketers should look to serve context- sensitive information and engage moms
across the purchase funnel.
What Mobile Moms Mean For Marketers:
The fact that mobile
is mainstream for moms, and is “always on, creates” infinite possibilities for
today’s marketers. Marketers need to understand this mobile media inflection
point to build deeper and more meaningful connections with moms. Here are a few
things to consider:
- Develop strong multi-screen
advertising strategies to connect with Moms, to provide information, and to
improve moms’ perceptions of brands
Native advertising options are gaining in
popularity and prevalence with marketers. Align your advertising content for
moms to consume on their mobile devices.
A mobile-optimized site or an
intuitive and interactive mobile app ensures a better mobile experience for the
Consider geo-targeting to reach
moms-on-the-go and see to it your brand is present on mobile devices before a
competitor purchase is made. Funnel your ad messages across multiple channels.
Tap into the creative side of moms by giving them control to
customize how they communicate with your brand whether it’s Twitter, Facebook,
e-mail, text, etc.
Moms are a complex customer segment, and
they are still the driving force behind the majority of household purchases.
With moms being increasingly “plugged-in”, and with their incredible influence
and purchase power, they provide enormous mobile opportunities for marketers to
drive brand growth. It is important to understand their preferences, behavior
and attitudes. Understanding how moms use their mobile devices is critical to
crafting successful campaigns.
Want more in-depth information on
Check out the
comprehensive study recently
released on our website