The Way To Her Heart, And Purse, Is Through Her Smartphone

Recently, BabyCenter hosted its annual Insights Series to reveal the findings from its 2014 Millennial Mom Report. Since 83% of new moms are Millennials — women 18-34 — the report is worth sharing. The key takeaway for marketers: The best way to reach and connect with Millennial Moms is via their smartphones.

Millennial Moms are spending more time on their mobile devices than previous generations. They use smartphones and mobile apps for most daily tasks including looking up recipes, searching for parenting advice, managing bills and shopping. According to the report, 44% of Millennial Moms have made a purchase on their smartphones in the past week. Seventy-nine percent access social media on their smartphones or tablets. Consuming media via smartphones saves time and allows them to multi-task. For instance, if a mom is up for a 2 a.m. feeding, she can easily order groceries and take care of her online banking needs at the same time.



According to BabyCenter, the top mom apps fall into these categories:

  • Social media such as Facebook, Instagram, Pinterest and Twitter
  • Pregnancy and parenting
  • Banking and mobile payment
  • Music and video – Pandora, YouTube
  • Email
  • Gaming such as Candy Crush
  • Amazon for shopping

For Millennial Moms, sharing and participating in the conversation is fundamental: On average, they spend 8.3 hours daily consuming media – more than Gen X moms, and the amount of time spent on smartphones and tablets exceeds that devoted to PCs or laptops. Most of that time is spent watching streaming video.  

They also peruse the internet for creative ways to save money (via online discounts and coupon apps) and earn money (whether it’s on eBay, as virtual assistants or brand ambassadors or by heavily promoting their business projects on social media).

Targeting the Millennial Mom? If you’re not, surely you should be, and their smartphones are the most direct line to both their hearts and their purses alike.

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