Millennial Moms Use More Mobile Devices Than Computers

Millennial Moms Use More Mobile Devices Than Computers

Are you still having doubts about the need to include mobile in your marketing mix or not? If so, check out the new study on the rising mobile engagement of today’s moms.

The Interactive Advertising Bureau and BabyCenter today released the 2015 State of Modern Motherhood: Mobile and Media in the Lives of Moms, a research report that compares the media habits and behaviors of online moms ages 18 to 32 in the U.S., Brazil, Canada, China and the UK. The report reveals the importance of brands focusing on mobile to reach the coveted demographic of millennial moms around the world. Among key findings, the study shows that millennial moms’ ownership of smartphones in the U.S. outpaces ownership of computers for the first time, and that they are spending 35 percent more time online via smartphones than online via laptop or desktop computers.

According to Anna Bager from IAB, “Moms have traditionally been a primary target for marketers, and now it’s clear that the primary way to reach them is through mobile. We are seeing smartphones as central to moms’ media experiences around the world. And, with millennials making up the majority of new moms, brands and agencies need to think of this valuable demographic as mobile-first, if they want to earn their interest and loyalty.”

Findings highlight the importance of understanding how to tailor messaging and creatives across borders. Millennial mothers in the U.S., Brazil, Canada, and the UK said that digital ads featuring deals, sales, or money saving offers trumped ads that were relevant to their own life stage or the age of their child in getting their attention.

The research also took a look at millennial moms’ perspectives on native advertising, showing that brand sponsorship of online content is unlikely to inspire trust in the content, especially in the U.S. and Canada. Still, more than half of all moms surveyed across all five countries said that if the sponsored articles and videos were high quality, the content would improve their perception of the brand.

Oles Dzyub,
Branded Content Manager in ComboApp