Mobile Powers Mom’s Life - babycenterbrandlabs.com · BabyCenter 21st Century Mom® Insights...

2014 US Mobile Mom Report

Mobile Powers Mom’s Life

September 2014

BabyCenter 21st Century Mom® Insights Series , 2014 US Mobile Mom Report: Mobile Powers Mom’s Life, July 2014

Report Methodology

In-depth survey among our 21st

Century Mom® Panel

• Fielded July 2014

• 1,000+ US expectant women and

moms with children up to 8 years old

• Mean age: 32

Trending data

• Tracking the mindset and behaviors of

new and expectant moms

• Comparisons made to previous 21st

Century Mom® Insights Series

including 2013 Mobile Mom Report and

2012 Media Mom Report

© BabyCenter, LLC. Confidential. All rights reserved.

Mobile Usage


Texting and visiting social media are the most

common activities moms do on their smartphone


How often do you use your smartphone for these activities? Q:

98%

88%

66%

65%

60%

55%

53%

53%

42%

Texting

Social media

Playing games

Watching videos

Parenting communities

Shopping

Health information or advice

Parenting information

Instant messaging

Moms who use smartphone weekly for the following activities


Texting and visiting social media are the two

mobile activities moms perform daily or more often


How often do you use your smartphone for these activities? Q:

90%

79%

42%

32%

30%

29%

20%

18%

16%

Texting

Social media

Playing games

Watching videos

Parenting communities

Instant messaging

Parenting information

Health information or advice

Shopping

Moms who use smartphone daily for the following activities


Her smartphone is her connection to the

outside world. In an average day…

• Source: BabyCenter 21st Century Mom Report: 2013 Mobile Mom, August 2013.


Moms send 26 text messages using her smartphone


Moms send 14 instant messages using What’s App or

Facebook Instant Messenger, etc.


Moms use social media 15 times (e.g., check newsfeed,

post, comment…)


Her smartphone is her No.1 tool for social media


What device do you use MOST OFTEN to access each of these sites/apps?

Please select one device for each site Q:

68% 63%

50%

42%

11% 14% 13%

21% 21% 23%

37% 37%

Facebook Twitter BabyCenter Community YouTube

Moms who use the following device MOST OFTEN for the following activities

Smartphone Tablet Laptop

The laptop still outpaces the tablet


Is your use of standard texting on your

phone decreasing because you are

using instant messaging apps instead?

Yes 27%

No 72%

Not applicable, don’t text

1%

Instant messengers are on the rise

Q:


What instant messaging apps are

you using on your phone? (unaided) Q:

35%

22%

9%

5%

4%

Facebook

Google Hangout

Kik

Yahoo

What’s App


Use of smartphone for kids entertainment on the

rise


How do you use your mobile phone when it comes to your children? Please

select all that apply. Q:

67%

50%

48%

46%

17%

6%

11%

Entertainment for kids (e.g., videos andgames)

Purchasing items for kids

Getting parenting information (e.g.,BabyCenter App)

Keeping up with kids’ schedule (e.g., soccer, music lessons)

Tracking kids health (e.g., weight /height gain tracker)

Other

None of these

Fast Facts

Moms are 2.2x more

likely to use their

smartphone to entertain

their kids (2014 vs. 2013)

Getting parenting

information via

smartphone increased

by 9.6x YOY


Mom’s phone is increasingly important to her


How much do you agree with each statement about your smartphone? Q:

65%

59%

58%

49%

43%

34%

31%

54%

34%

27%

I feel comfortable researching products on mymobile device, but I still want to see it in-store

before buying.

My smartphone is like my backup brain.

I would use my phone for more activities if freewifi was more readily available in public places.

It’s frustrating when I can’t get access to free wifi (e.g., at a café) with my phone.

If I left my wallet at home, I’d carry on. But if I left smartphone at home, I’d go back for it.

Instead of TV, I use mobile device(s) to helpentertain my children

I have apps downloaded for publications that Iformerly read in print.

2014 2013

+9%

+26%

+15%


Video/ Watching TV


How-to videos are the 2nd most popular mobile

videos moms watch


What kinds of videos do you watch on your smartphone? Please select all

that apply. Q:

73%

62%

45%

44%

41%

34%

32%

32%

30%

7%

2%

Short clips for entertainment

How-to/tutorial videos

Entertainment for the kids

News

Parenting (e.g., fetal or child development)

TV shows

Product reviews

Educational video for the kids

Movies

Other

None of these

Types of mobile videos moms watch on their smartphone


Many moms watch cooking and DIY tutorials on

their phone


What kinds of how-to/tutorial videos do you watch? Please select all that

apply. Q:

78%

66%

61%

54%

44%

25%

17%

4%

1%

Cooking

Do-it-yourself home improvement

Crafts

Hair

Makeup

Gardening

Music (e.g., how to play an instrument)

Other

None of these

Types of how-to/tutorial videos moms watch on their smartphone


How often do you use your smartphone,

while also watching TV?

All the time 27%

Often 34%

Sometimes 28%

Rarely 9%

Never 3%

Smartphone usage while watching TV

About 9 in 10 moms use their mobile device

while watching TV

Q:


The smartphone is most often used mobile device while watching TV

How often do you use your iPad,

while also watching TV?* Q:

All the time 16%

Often 31%

Sometimes 29%

Rarely 13%

Never 11%

iPad usage while watching TV*


Demographics


Yes 34%

No 66%

Demographic profile

17%

24%

52%

37%

35%

0 to up to 12 months old

12 months to up to 24months old

2 years up to 5 years old

5 years up to up to 9years old

9 years old to up to 18years old

None 41%

One 22%

Two 17%

Three or more 20%

Pregnancy

Number of children Age of children

Moms’ age:

The average and

median age of

moms in this

sample is 32 years

old.



Demographic profile

4% 5%

10% 11%

23%

19%

9%

5% 7%

Ethnicity

HHI

49%

13%

29%

3%

3%

Employed full time,currently

Employed part time

Stay-at-home parent

Unemployed, looking forwork

Student

Employment

77%

9%

8%

6%

2%

Caucasian

Hispanic

African American

Asian /Pacific Islander

Native American


Mobile Powers Mom’s Life - babycenterbrandlabs.com · BabyCenter 21st Century Mom® Insights...

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