Connecting with Today’s Super Consumers: Mobile Moms

From parenting to beauty habits and frommobile devices to social media behaviors, moms are driving and shaping the newdigital world. With a do-it-all attitude, moms are not only taking care ofheir families but are also driving social media trends and smartphone usage.Moms are a critical audience for marketers, and understanding their mobilemedia behaviors and attitudes can help marketers to take advantage of theemerging trends. In the crowded marketing landscape, it’s been an increasinglychallenging task to keep on top of moms’ media experiences.

Mobile moms are a critical target not onlyfor their amazing buying power, but also for their incredible influence onothers. So the question for every mobile marketer is “Are they doing enough inreaching moms in an effective and efficient manner? “

In partnership with Decision Fuel & OnDevice Research, InMobi uncovered the first truly global analysis of thishighly influential demographic through our Global Mobile Media ConsumptionStudy. Our study explores mobile media behaviors of Mothers, defined as femalewith children living at home, to provide advertisers with a deeperstanding of their media habits, purchase behaviors and receptivity towardsmobile ads.

MomsAre Mobile Ninjas

Mobile moms globally spend an average of6.2 hours per day consuming media content, with more of that time spent onmobile devices than any other platform. This generation now devotes an averageof almost 2.3 hours per day to mobile media, which includes smartphone and tablets,pushing mobile usage ahead of television (1.4 hours) and desktop computers (1.4hours).

Marketing takeaway: Marketersshould create multiple touch points for mobile moms who are connected 24x7across various the mobile media channels.

Moms:Media Multitaskers

It is well known that moms areefficient multitaskers across various activities, including work, home andfamily. 65% of global mobile moms’ multitask while watching TV, and they aremainly engaged in social activities followed by search, music andshopping.For most moms, multitasking isa mastered skill, and our study reveals that when it comes to mediamultitasking, nearly 3 out of 5 mobile mothers globally engage in dual screenactivities (between TV and mobile), and they most typically engage in socialnetworking activities, followed by research, music listening and shoppingactivities.

Marketing takeaway:Moms enjoy connected experiences which extend across the screens. It isimportant for marketers to develop strong multi-channel advertising strategieso provide connected information effectively across screens to improve moms’perceptions about brands.

MobileMoms Are Captivated by Smartphone

Mobile moms continue to contribute to thesmartphone boom and are finding new ways to incorporate them into everyday lifebecause of three convenience factors.Findings shows that 49% of users prefer mobile because “it’s easy touse,” 47% say that they use mobile most because “it’s constantly with them” and29% agree that “mobile device is the most private way to consume informationand communicate”. The report’s findings also indicate that mobile mothers spend19% of their mobile media time on entertainment purposes, 18% on playing games,17% interacting with social media and 12% on shopping

MarketingTakeaway: The mobile phone has become a constant companion among mobile motherso indulge in music, entertainment, education and shopping activities. Thesefactors are highly attractive to marketers, and they provide them a greatopportunity to engage and influence mothers in a highly personalized consumerenvironment.

MobileApps and Moms

Apps and Moms are made for each other. Ourstudy reveals the accelerated usage of mobile apps among mobile mothers; 28% ofrespondents have actively used 6-10 apps in the past 30 days, averaging 6.0apps. According to our study, mobile mothers in Australia & US top the listin terms of active apps usage. Moms are always on the lookout for apps that aregenuinely useful and not just for recreation.

Marketing Takeaway: Mobile Moms see valuein many apps and how apps can be an integral part of their daily lives. Hence,it is important for brands to identify the value an app can provide beforebuilding it. Moms tend to clock lot of time with educational, lifestyle,social, shopping and game apps. It is important for brands to create or targetapps that align with moms’ needs and lifestyles.

Mobile Devices Are Moms PersonalShopping Assistants

Moms are becoming increasingly comfortable smartphones to look at offerings, discounts, product comparisons andmobile advertisements. Our study reveals that 56% of them are as comfortablewith mobile advertising as they are with TV or online advertising. Our surveyshows that 77% of mobile mothers feel that mobile advertising has introducedhem to something new; 69% feel that it has provided them with better options,and 50% of mobile mothers say mobile ads have influenced their purchases. Thedata also highlights the importance of location-based advertising, with 69% ofrespondents claiming that mobile ads have helped them find something nearby,while 50% said mobile adverting has influenced in-store purchase decisions.

Marketing Takeaway: Mobile Ads influencemobile mothers’ decision processes. It is important that marketers engage momsin brand conversations. Marketers should utilize interactive rich media ads,which should be intuitive and unintrusive.

MomsUse of Smartphones for Mobile Commerce is Rising

Mobile has become essential throughout thepath to purchase. Our survey clearly shows that moms are becoming moreech-savvy and are relying on mobile phones and wireless technology form-commerce; they can shop and buy while in-store or on-the-go, wherever theyare and whenever they need. They can purchase anything from to family itemslike clothing and household products to other products, such as consumerelectronics, or services, such scheduling doctor’s appointments.

Mobile moms are a more empowered shoppinggroup than ever. Our research indicates that 84% of mobile mothers plan toconduct mobile commerce in the next 12 months, an 11% increase from today.

Marketing Takeaway: Mobile mom’sdependencies on mobile shopping due to their busy lives, provides anopportunity for marketers to make them the ideal target for advertising.Marketers should look to serve context- sensitive information and engage momsacross the purchase funnel.

What Mobile Moms Mean For Marketers:

The fact that mobileis mainstream for moms, and is “always on, creates” infinite possibilities foroday’s marketers. Marketers need to understand this mobile media inflectionpoint to build deeper and more meaningful connections with moms. Here are a fewhings to consider:

• Develop strong multi-screenadvertising strategies to connect with Moms, to provide information, and toimprove moms’ perceptions of brands
• Native advertising options are gaining inpopularity and prevalence with marketers. Align your advertising content formoms to consume on their mobile devices.
• A mobile-optimized site or anintuitive and interactive mobile app ensures a better mobile experience for theconsumers
• Consider geo-targeting to reachmoms-on-the-go and see to it your brand is present on mobile devices before acompetitor purchase is made. Funnel your ad messages across multiple channels.
• Tap into the creative side of moms by giving them control tocustomize how they communicate with your brand whether it’s Twitter, Facebook,e-mail, text, etc.

Conclusion:

Moms are a complex customer segment, andhey are still the driving force behind the majority of household purchases.With moms being increasingly “plugged-in”, and with their incredible influenceand purchase power, they provide enormous mobile opportunities for marketers todrive brand growth. It is important to understand their preferences, behaviorand attitudes. Understanding how moms use their mobile devices is critical tocrafting successful campaigns.

Want more in-depth information onmobile moms? Check out the comprehensive study recentlyreleased on our website