BabyCenter, a website dedicated to all steps in the process of motherhood, knows and understands the needs, lifestyle, and likes of mothers in the US. They recently conducted a study on mothers and their mobile devices, and received surprising results
The study, called the 21st Century Mobile Mom® Report, which studied 5,000 moms, reports that 50 percent of moms are addicted to their mobile devices and that adaptation of their mobile device has risen 64 percent over the past 2 years.
In the mobile marketing world, we think it’s pretty exciting that motherhood has actually been named a trigger for mobile phone adaptation! More than half of the moms surveyed admitted they purchased their particular device as a direct result of motherhood. As a woman transitions into motherhood, the way that she uses a phone changes as well. A woman without children favors her calendar while a mother finds her camera the most important feature of her phone.
The most interesting thing is that 62 percent of moms change brands at the onset of motherhood. This is a key time to communicate with moms and provide them with relevant information about your product offering. Since it is clear that moms love and worship their mobile device, reaching them on their mobile phone is a great way to communicate. For instance, reach out to a new mom about things like nutrition facts if you are a restaurant, or safety facts is you sell baby products.
Also, 46 percent of moms reported that they want information just as they are shopping. This means that you now know the ideal time of the day to communicate your marketing message. You’re likely aware of the time when you see the largest number of mothers at your business location. Plan your messages to go out just as you know the highest percentage of moms will be there, or if possible, send individual messages to moms that you can see walking in or near a certain product. You might even consider offering a keyword that moms can text in next to products that they will inevitably stop by, like baby food or a stroller, to receive additional information on nutrition or safety facts.
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