Marketing to Moms: Smartphone Moms are Apple Moms

August 28, 2012 § Leave a comment

I have been writing for some time about how smartphones are a Moms best friend.  And of course, my phone of choice is the iPhone.  Oh, and the iPad for Facetime and Skype.  And of course, my MacBook Pro for Facetime.  I have long believed that these are the tools of choice for Moms and recent new research reinforces this maternal love of Apples!

So here’s how the Apple rolls – as expressed by Arbitron and Edison Research Moms and Media 2012 Research:

•  92% of Moms own a cell phone

•  61% of Moms own a smartphone. The number of Moms with smartphones doubled from 2011 to 2012.   In 2009, only 8% of Moms had a smartphone.  By the way, the iPhone celebrated its fifth birthday this year.

•  51% of Moms own an Apple iPhone, iPad, or iPod

•  25% of Moms own iPhones, and 32% of Moms own those Android phones.  Yes, Android did have a growth spurt as they modeled their phones after iPhone functionality.

•  iPhone users exhibit more loyalty than non-iPhone users.  When asked which they couldn’t live without – the iPhone or television – 70% chose their iPhone!

•  Yes, we sleep, eat and go to the bathroom with our iPhones.  93% say their smartphone is always nearby.  

What does Apple love have to do with marketing?  Well, I am glad you asked.  Moms know a thing or two about purchasing.  They have a buying power of $2.4 trillion in 2011.  And mobile devices are part of their purchasing behavior.   A new report from Mojiva shows that 97% of tablet-owning Moms made a purchase using their tablet in the past month.  I know, I was one of them.  I purchased plane tickets, shoes and books. When you look at all connected moms, you find that 62% use a shopping app and 46% want to receive information while in a store.   

Can you imagine how many more Moms will jump at the chance to have the new iPad mini and iPhone 5 coming out this Fall?  It will be a GREEN Christmas for Apple.

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You are currently reading Marketing to Moms: Smartphone Moms are Apple Moms at The Lipstick Economy.

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