Social Moms: 5X More Likely to Carry Smartphones

February 10, 2011 § 3 Comments

I just love it when research supports what I already think!  In January, SocialMoms
(formerly TwitterMoms) conducted their first annual SocialMoms Mobile survey and found that 68% of Social Moms are packing a smartphone.

Their survey found that social media moms are more than twice as likely to carry a smartphone as the general population, and five times more likely to carry a smartphone as the average women.  Nielsen data shows that 31% of the US population now carries a smartphone, and that number is growing faster than it can be reported, with the proliferation of Androids and the accessibility of iPhone through Verizon.

Here’s what SocialMoms says about the importance of Smartphone Moms:

For companies like Apple, Microsoft, Google and Blackberry maker RIM, social moms represent a rich and desirable target. Moms frequently reference brand names in their conversations both online and offline. However, social media moms present a major marketing opportunity, because courting her influence could really pay dividends. How so? Well, just 18% of moms who use social media account for 78% of overall influence, according to a recent BabyCenter study. In addition, a Keller Fay study showed that moms are most likely to take action after brand conversations, and to pass on information about brands to peers.”

For those Social Moms who don’t have an iPhone yet, the time is coming.  Most are sitting on the sidelines waiting on contracts to expire.  Research shows that 54% are actively considering smartphone options and 65% of those moms planned to make the switch within the next 90 days.

This research parallels other studies we have cited here showing that Moms use their phones for email, social networks, sharing pics and messaging with contacts.  Let’s don’t forget using it as a shopping tool and to entertain our kids in restaurants and other public places.

Thanks SocialMoms!



Marketing to Moms: Six Ways Smartphones Make Us Better Moms

March 15, 2010 § Leave a comment

I would like to think the smartphone is the tool that allows us to keep the family connected and Moms on top of our schedules.  I know I couldn’t live without it – it’s the bridge between my family, my work life and activities in our lives.

According to a report from BabyCenter, more than four in 10 US online Moms said they want technology that helps them be a better Mom.

It seems millennial Moms, the ones who have grown up with technology, are much more comfortable with technology as an extension of their Mom-ness, with 49 percent interested in technology that can empower them to be a better Mom, and 33 percent acknowledging technology as a help.  (See our related post on Smartphones are the Power in Power Moms.)

Convergence will become more important as marketers seek ways to intersect and find a place in the lives of Moms.

Some 72 percent of Moms say they are more likely to use their laptop in the kitchen or living room so they can be around their children when they go online.  I see this trend as one that will make the new tablets like iPad become that in-between tool for Moms.  (See our related post on iPad for Moms.)

Six Ways Smartphones Make Us Better Moms

Here are the daily activities that Moms say they use their smartphone for:

What Marketers Must Be Considering

To help empower Moms, brands must be relevant to their needs, speak in their language and help make their lives easier.  What does this mean?  Spend time with your consumer and listen to what they are saying.  Make all your interactions Mom-fluent and make all their interactions with you easy.  If it’s online, help them get to the information they are seeking in two clicks rather than three.  Package ideas and offers that help complement their needs.  Stay in tune with the latest technology, because Moms are not afraid to embrace it.  Brainstorm ways to help them with the six ways smartphones make them better Moms.


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