Moms Mobile Addiction
Jim Liebelt Jim Liebelt's Blog
- 2011 Apr 14
According to the "21st Century Mobile Mom Report," by BabyCenter, mobile phones, and smartphones in particular, have become indispensable to moms, who are 18% more likely than average to have a smartphone. Smartphones among moms has risen 64% over the past two years, and 51% of moms say they are "addicted" to their smartphone.
Tina Sharkey, Chairman and Global President of BabyCenter, says "The smartphone screen is more intimate than any other medium... the majority of moms sleep with their cell phone next to their bed... more than half check their phone first thing in the morning and last thing before they go to sleep... it's her constant companion that makes juggling easier... "
53% of the women surveyed said they purchased a smartphone as a direct result of becoming a mom. The most important features of her phone changed from address book and text messaging to the camera, up 78% to #1, and video camera, which increased by 167% to #2. Apps, which weren't even on her top ten list of important mobile features before she became a mom, increased 67% to #3 on the list. 52% of the moms surveyed have ten or more apps downloaded, with nearly 25% of the apps being for her kids.
68% know how to use most of the features of their smartphone, and 75% troubleshoot their own phone. 33% of moms have used their smartphone for health and wellness in the past month, making a mom 50% more likely to do so than average. Moms are also 40% more likely than average to use their smartphone for social networking.
The top three social activities include:
• Reading social newsfeeds (56%)
• Updating her status (54%)
• Reading answers to posted questions (48%)
Mom spends 37% of her daily media time with her smartphone, which is double that spent on TV, and more time than with other media, including radio, magazines, and newspapers. 78% of moms saying they use e-mail on their smartphone to filter incoming communications on a daily basis. Moms are also 284% more likely than the average adult to text their friends rather than call them.
Source: Center for Media Research