Commentary

Mobile Moms Use Smartphone Screens To Find Parenting Info

According to the results of the BabyCenter U.S. Mobile Mom 2014 Report, there is a sharp rise in moms’ reliance on mobile devices to help them through the day. The report says that smartphones are increasingly critical for moms, with 46% saying they would return home if they forgot their cell phone but not if they forgot their wallet. This marks a 26% increase over similar responses in 2013.

An overwhelming majority of moms currently have a smartphone (88%) and a tablet (83%) by their side. This may represent a plateau for mobile-device adoption by mothers, but the survey reveals that moms’ firm embrace of mobile usage is growing. In an average day, a typical mom uses her smartphone or tablet to:

  • Send 26 text messages
  • Send 14 instant messages
  • Use social media platforms 15 times

Texting and social media are the most common activities for moms on their smartphones. Playing games and watching videos take the number three and four spots, respectively, with participating in online parenting communities rounding out the top five. In addition, moms’ smartphones are the number #1 tool for social media, whether on Facebook, Twitter, YouTube, or the BabyCenter Community.

Texting And Visiting Social Media By Moms Who Use Smartphone Weekly

Activity

% Moms Using Weekly

Texting

98%

Social media

88

Playing games

66

Watching videos

65

Parenting communities

60

Shopping

50

Health information or advice

53

Parenting information

53

Instant messaging

42

Source: BabyCenter Moble Mom Report, September 2014

 

Texting and visiting social media By Moms Who Use Smartphone Daily

Activity

% Moms Using Daily

Texting

90%

Social media

79

Playing games

42

Watching videos

32

Parenting communities

30

Instant messaging

29

Parenting information

20

Health information or advice

18

Shopping

16

Source: BabyCenter Moble Mom Report, September 2014

Instant messaging is also making an impact, though 27% of moms say that texting on their smartphone has actually decreased due to their use of an IM app instead. The most popular IM apps cited are:

  • Facebook (35%)
  • What’s App (22%)
  • Google Hangout (9%)
  • Kik (5%)
  • Yahoo (4%)

When it comes to moms’ downtime, mobile usage is on the rise. Short clips for entertainment are her top smartphone video picks, followed by how-to/tutorial videos. More than half use their mobile phones while watching television, and 47% bring their tablet along when they sit in front of the TV set.

Types Of Mobile Videos Watched On Smartphone By Moms

Video Type

% Moms Watching

Short clips for entertainment

73%

How-to/tutorial videos

62

Entertainment for the kids

45

News

44

Parenting (e.g. child development)

41

TV shows

34

Product reviews

32

Educational video for the kids

32

Movies

30

Other

7

None of these

2

Source: BabyCenter Moble Mom Report, September 2014

The study also shows that moms’ connection to their smartphones transcends their own use of the device, with over two-thirds saying that they use their smartphone to entertain their children,more than double the amount who did so in 2013says the report. The second most popular way for moms to use their mobile phones when it comes to their kids is shopping for them. Getting parenting information via a smartphone follows closely behind, and represents a nearly tenfold increase in this activity over last year.

Moms’ Use Of Smartphone For Kids Entertainment

Type of Use

% Moms

Entertainment for kids (e.g., videos and games)

67%

Purchasing items for kids

50%

Getting parenting information (e.g., BabyCenter App)

48%

Keeping up with kids’ schedule (e.g., soccer, music lessons)

46%

Tracking kids health (e.g., weight / height gain tracker)

17%

Other

6%

None of these

11%

Source: BabyCenter Moble Mom Report, September 2014

Julie Michaelson, Vice President of Sales, BabyCenter, says “… Millennial moms are more likely than their Gen X counterparts to live their lives on mobile… (and we expect) the mobile movement will continue to gain momentum with moms… “

And Linda Murray, Senior Vice President and Global Editor-in-Chief, BabyCenter, adds “… today’s moms are always on the move… (meaning) that smartphones are the single most important tool for communicating with them… “

Children Demographics Of Respondents (Median Mom age:32)

Age of Children

% of Respondent’s Children

0 to up to 12 months old

17%

12 months to up to 24 months old

24

2 years up to 5 years old

52

5 years up to up to 9 years old

37

9 years old to up to 18years old

35

Source: BabyCenter Moble Mom Report, September 2014

To review more findings from the BabyCenter U.S. Mobile Mom 2014 Report: Mobile Powers Mom’s Life, please visit here. visit:

 

 

Next story loading loading..

Discover Our Publications