Reaching Moms

I’m a Mom! Just typing that word makes me smile. But I’m also a working-Mom. But lets be honest, what Mom isn’t a “working” Mom. It is, without a shadow of a doubt, the hardest, yet most fulfilling and rewarding job you could ever do.  I know it’s not for everyone – but it certainly IS for me.

But since having my kids, now ages 2 and 1, my media consumption has changed – SIGNIFICANTLY. Not in the traditional way you might think – programming. No, I’m not watching more cartoons (I mean educational TV). Luckily for me I have a 2 year old who is addicted to Sports – but I digress.

The change for me has been the mere fact that there just isn’t time anymore to sit back, relax and bask in the train-wreck that is Reality TV. My how I love that category! Nor do I have the time to read my favorite gossip-ridden magazines as I try to work off the baby weight on the elliptical.

So how do advertisers reach me? I mean, we are a very large and influential segment – so you certainly don’t want to lose touch with us.

The answer … Mobile!

Moms are probably the single most important demographic group online because of our purchasing power and decision-making clout. Various data sources have labeled the “Mom Market” in the US at nearly $2 trillion annually in household spending. But as of now – Moms have not yet been associated to Mobile to any great degree.

That’s all about to change according to research released by BabyCenter that underscores the growing importance of “Mobile Moms”.

In a study it conducted of more than 5,000 Moms and members of the general population it found a few interesting points:

  1. 59% of the moms surveyed had smartphones. General smartphone penetration is just above 30% in the US.
  2. 51% stated they are “addicted” to their smartphone.

So why do Moms love their smartphones so much:

1.     Camera: you never know when one of those adorable, can’t-miss, moments is going to happen.

2.     Video camera: you’ll never miss a “first” again.

3.     Apps: not only useful apps to keep us busy Moms organized, or apps that help us stay connected with our friends and family, but fun apps to keep our kids entertained and engaged when you just have to get something done.

Mobile Consumption Chart

So how does this affect advertisers?

In this specific study by Baby Center, almost half (46%) of respondents said they took some type of action in response to an ad on their phone, with a large majority of those (31%) saying they purchased the product in the store later

In a nutshell, we have to start thinking about us Moms differently. We’re no longer sitting around watching daytime TV and talk shows. We’re busy, constantly on-the-go, multitasking. … with our smartphones.

Mobile Actions Chart

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