Lifetime Moms

According to a recent study, the mobile market will be shifting their focus to moms, which means they will hopefully start creating apps and services with busy moms in mind. I’m a working mom and can say I rely heavily on my iPhone to manage my schedule, to read and reply to emails and send out orders. These days you can even order dinner or that late night cup of coffee from your iPhone with new apps like Chipotle, Starbucks and Pizza Hut.
 
The report, from Scarborough Research, dives into the consumer patterns and marketing opportunities of working moms, as they are more receptive to mobile marketing than most. The report defines the “working moms” as women who have full-time jobs and at least one child in the household. In my opinion mom business owners should have been included in the study as well.

If you are a working mom, then you most likely spend more on wireless phone service, about 21% more, than the average phone user.

You are also 42% more likely to download content from your mobile phone. I can attest to this - I usually find myself downloading at least one new app, podcast or song from iTunes a week. And since moms usually manage the household finances they are usually the ones downloading games and software for kids.

Working moms make up 9% of the US adult population and 11% of wireless mobile users. Because many working moms spend more time driving than the average adult, they are more likely to use texting features. Not while driving of course.

It will be interesting to see if the mobile industry will shift their marketing efforts to accommodate working moms. Will more utilities, apps and services be created to accommodate the working mom demographic and will they seek consultation from “working moms” to create these services and applications?

The above statistics are based on the “Shopping Insights on Today’s Working Mom” study conducted by Scarborough Research. Scarborough Research measures the lifestyle and shopping patterns, media behaviors and demographics of American consumers, and is considered the authority on local market research.