Marketing to iPhone Moms: The Fastest Growing Buyers of iPhones

July 19, 2011 § Leave a comment

We knew it, long before most marketing executives realized it.  Oh, yes, it seems that they knew online Moms were important.  But here’s the new news for some folks:  Moms are the fastest-growing buyers of iPhones.  They are also voracious users of  search, media, music, social media, news and photos.  Go to any carpool line, sports game, coffee shop or grocery store, and you will see Moms armed for the daily battle of juggling kids, shopping, exercise, friends and careers.

According to NPD, the number of moms with smartphones is about equal to men of the same age, but they are adopting the technology at a faster pace. The number of moms who purchased iPhones grew 132 percent in the first quarter of 2011 compared with the same time last year — outpacing men, who rose by 121 percent, according to NPD. Overall, adult purchases of the smartphone grew 117 percent.

Currently, 25% of folks with smartphones use the device as their main connection to the internet.  Currently 63% of all internet traffic comes from computers, but in 2015, some predict that less than 50% of web traffic will come from computers, reflecting the rise in smartphone usage.

What’s the attraction with an iPhone?  I think it is the headstart that Apple got with apps for adults and children, Google maps,  the seamless beauty of an integrated iTunes/ iPod, a decent camera, the miracle of FaceTime, iBooks and a fashion forward sense of style.  I mean, who is secure enough to run ads that say “If you don’t have an iPhone, well,  you don’t have an iPhone”.

So what are some takeaways for marketing to iPhone moms?  Make sure you have a mobile friendly website or an app.  Realize that comparison shopping is happening all the time, everywhere.  Integrate social media into all your web entities because life’s a 24/7 conversation.  Recognize that consumer reviews can make or break you so you have to respond to reviews.  And start testing mobile advertising.

So what am I doing right now?  Checking all the techy sites, trying to learn what the new iPhone 5 is going to bring us Moms.

If you are interested in participating in the SocialMoms Benchmark Study to help SocialMoms understand how social networking and technology is changing our lives, click here:


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