Smart Moms Using Smartphones

I know a lot of Moms who can’t remember how they got through the day before owning a smartphone. Seems like the only thing these devices can’t help with is actually cooking food but, who knows, someday there may be an app for that too.

In my last post, I promised to share data on these interesting “smartphone Moms”; specifically, the what, where and how behind their usage and behaviors. This information was garnered from the most recent installment of our Digital Consumer Portrait study, in which we surveyed Moms between the ages of 25 and 54, all with children under 18 living in the home.

It turns out that Moms are heavy smartphone users, which is logical given the number of jobs on their plate. They often tasked with managing everything from extensive family logistics to their own careers. We found that 81 percent of Moms own a mobile phone, and a solid 45 percent own a smartphone. Today, it seems smartphone Moms are leaning slightly more toward Android (17 percent), with Blackberry (10 percent) and iPhones (7 percent) not far behind.

One of the most significant findings is that the majority of smartphone usage among Moms happens in the home. It begs the question “Does this discovery take the ‘mobile’ out of ‘mobile phone’?” because these devices have traditionally been seen as something used on the go.

Continue Leave a Comment July 11, 2011