What American Mothers Are Doing On Their Phone

Written by Flavius Saracut
Published on Jul 5, 2013
Read time 4 min
Category App Development

Moms represent a very important category for developers and advertisers as they control an important part of the expenditures budget. Flurry recently released a report on how american mothers are using their mobile devices, what type of apps do they prefer and which is the most popular operating system among them. The analysis was made on a large sample (24,985) of American-owned smartphones and tablets.

Moms spent almost half of their time on mobile devices playing games, 48% on iPad, 53% on Android and 31% on iPhone. So advertisers could use games to reach moms. Not surprisingly, the second most popular category is Social Networking with 21% on Android, 19% on iPhone and 11% on iPad. People are very comfortable nowadays consuming magazine type content on their iPads, 24% of moms choosing so.

Compared with the average American owner of smartphone or tablet, there are a few categories to which moms dedicate more attention: Education, Health and Fitness, Lifestyle or Shopping.

 

Compared to other American device owners, mothers prefer tablets against smartphones and they balance towards iOS, 35% for moms versus 25% for general population. Moms also have a slight preference for iOS, 77% versus 60% for all US users.

The stats provide a conclusion that moms need to escape and socialize, and mobile devices are often used for this purpose. They also have a an improvement-oriented side that reveals itself when looking at the categories where they overindex: education and health and fitness.

According to a survey made by BabyCenter in partnership with Nielsen, mothers spend more online to support their new roles. Compared to the general public, mothers spend 103% more on video games, 82% more on office supplies, 68% more on apparel, 48% more on photo printing, and 32% more on party supplies.

Not surprisingly, mothers plan to outspend the public in the next 12 months in areas such as groceries ($4,440 compared to $3,460), home improvement ($1,130 vs. $370), and auto ($4,820 vs. $4,030). Increases in spending are also registered on travel, 26% more than the general public ($820 vs. $650) and 36% more on electronics ($340 vs. $250).

Of all moms, 43% use mobiles for price comparison reviews, 37% for features comparison, 36% to get product suggestions, 31% to find deals and 30% to decide where to buy.

Here are also some interesting statistics on how women process information and make purchasing decisions, compared to men:

– 59% of women feel misunderstood by food marketers;
– 66% feel misunderstood by health care marketers;
– 74% feel misunderstood by automotive marketers;
– 84% feel misunderstood by investment marketers
– 91% of women in one survey said that advertisers don’t understand them
– 70% of new businesses are started by women
– The average black woman spends 3 times as much on beauty products compared with the average woman
– Women influence $90 billion dollars worth of consumer electronic purchases in 2007
– 61% of women influence household consumer electronic buying decisions
– Nearly 50% of women say they want more green choices
– 37% are more likely to pay attention to brands that are committed to environmental causes.
– 25% of all products in a woman’s shopping cart nowadays are environmentally friendly.When women are aware you support women owned businesses
– 79% would try your product or service
– 80% would solidify their brand loyalty
– 51% would give a company a second chance if a product or service missed the mark the first time
– Women make more than 80% of all consumer purchasing decisions
– Consulting firm A.T. Kearney estimates that women determine 80% of consumption, purchase 60% of all cars and own 40% of all stocks
– 57% of women gardened within the last year
– 55% of women spent time reading literature within the last year
– Single women are becoming a more influential category versus 10 years ago

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Written by Flavius Saracut
Flavius is the Marketing Manager and Co-founder of Mobiversal, a mobile app development company working with startups and established brands like Forbes to create unique mobile experiences. Mobiversal is also the maker of Appointfix and FieldVibe. Connect with him on Twitter @FlaviusSaracut.

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