To connect with moms, your brand needs to go mobile

by Tony Fannin, President, BE Branded

A recent study by BabyCenter and Morgan Stanley data, strongly suggests that moms depend on their smart phones and iPads to stay connected. It’s both physical and psychological. As I’ve been “preaching” before, women are the market. They dominate over 86% of all consumer purchases and over 60% of all business purchases. This is why connecting with mom is so important to almost any brand.

The BabyCenter and Morgan Stanley data concludes that moms have embraced and depend more and more their smart phones or iPads. From the physical viewpoint, it’s much easier to carry around your iPhone while bouncing a baby on your hip. The mobile device goes with you to the kitchen, kid’s room, and play room. They stay connected while caring for their children. It is also a great “kid entertainment center”. More and more moms are using apps of games, songs, and activities to entertain their children while on the run doing errands, shopping, and anything else she has to do in her busy day. From a psychological view, moms can stay connected with friends and family through social media, access information on the fly via the web, and most importantly, you never know when those photo moments will pop up with the kids, so having the camera at the ready is a huge benefit. Mobile devices has become the tool of choice for busy moms.

Some interesting stats:

• Over 68% use their smart phone to get information on the spot while shopping
• Over 46% share brands and products with their friends and family with their mobile device
• Over 50% of women said they purchased a smart phone as a direct result of becoming a new mom
• Moms spend 6.1 hours per day on their mobile devices accessing email, mobile web, apps, text
• Over 46% took action after seeing an ad on their mobile device

This strongly suggests that if you are serious about reaching the largest market in the world, women, going mobile is mandatory. This has been coined “the mobile mom”. The study reveals a strong correlation between mobile devices and more digital media consumption (time spent with media). Laptops have become too cumbersome while carrying around a 2-year old. There’s very little time to sit down at a PC anymore, too. So, if you’re not reaching moms through their mobile device, you have less and less chance to connect with them at all. But if you do reach them via mobile device, they are not only listening, but acting on your messages. As stated above, over 46% took some form of action after seeing an ad on their device.

So, you have a overwhelming adoption of a mobile platform by a hugely important market segment, should marketers take notice and have a robust mobile strategy? Ummm… yes.


About Be Branded

Tony Fannin is of President of BE Branded, an integrated marketing firm who helps clients BE Somebody to their customers. If you aren't somebody, then you are commodity.


  1. June 1, 2011 « TWO | HEADED | FROG - June 1, 2011

    […] To connect with moms, your brand needs to go mobile LikeBe the first to like this post.▶ No Responses /* 0) { jQuery('#comments').show('', change_location()); jQuery('#showcomments a .closed').css('display', 'none'); jQuery('#showcomments a .open').css('display', 'inline'); return true; } else { jQuery('#comments').hide(''); jQuery('#showcomments a .closed').css('display', 'inline'); jQuery('#showcomments a .open').css('display', 'none'); return false; } } jQuery('#showcomments a').click(function(){ if(jQuery('#comments').css('display') == 'none') { self.location.href = '#comments'; check_location(); } else { check_location('hide'); } }); function change_location() { self.location.href = '#comments'; } }); /* ]]> */ […]

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