Posted March 31, 2011 3:58 pm by with 3 comments

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Moms are the original multi-taskers. They’re geniuses when it comes to getting things done in small chunks of time and from the bleachers during a Little League game. So it’s not surprising to find that mommy smartphone usage is on the rise.

BabyCenter says;

Overall adoption of smartphones among moms has risen 64% over the past two years, and 51% of moms say they are “addicted” to their smartphone.

The pregnancy and parenting website surveyed 5,000 US moms to find out how and when they use their smartphones. More than half the women said that they bought a smartphone “as a direct result of becoming a mom.” Once they became a mom, the camera became the most important feature, followed by the video option and then apps. The survey said that before becoming a mom, apps didn’t even make the top ten list of important phone features.

Apps are so big that 52% of moms admitted to having ten or more on her phone and 25% of those were for her kids.

Other Findings:

— One-third (33%) of moms have used their smartphone for health and wellness in the past month, making a mom 50% more likely to do so than average.

— Moms are also 40% more likely than average to use their smartphone for social networking.

— Her top three social activities include reading social newsfeeds (56%), updating her status (54%), and reading answers to posted questions (48%).

Mobile, Moms and Marketing

Moms do most of the buying for the family, so being able to buy diapers while waiting to pick the kids up at school is a real boon. The survey found that 68% of moms use their smartphones to shop. 15% more likely than the average. 62% said they use shopping apps to compare prices and do research.

Best of all, 46% said that they have “taken action after seeing an ad on their smartphone.”

Which ads did moms like best? Those with coupons, local deals and bar code scanning.

Tina Sharkey, Chairman and Global President of BabyCenter says,

“The smartphone screen is more intimate than any other medium out there today. The majority of moms sleep with their cell phone next to their bed and more than half check their phone first thing in the morning and last thing before they go to sleep. You can’t say that about any other medium.  Mobile isn’t just a media channel, it’s her constant companion that makes juggling easier. It makes her feel like a better mom.”

One note of disclosure here. BabyCenter does have a collection of mobile phone apps such as the “Booty Caller” which sends a text message to wannabe pregnant woman telling her when she’s most fertile. Just so we’re clear on the source of the information but that doesn’t negate the results. If you market to moms, you need to get yourself a mobile website, a mobile ad program and a couple of time saving apps.

  • Bob

    Wow-Booty Caller is a new one on me. All great points. I never carried a camera around before but use my iPhone to take great photos constantly. Re: wellness-I think the weightwatchers app is one of the best apps out there. Much easier than logging into a pc to record all your meals.

  • I am one of 40% use their smartphone for social networking. 🙂

  • Stef Robins

    Thank you for sharing this with us! It’s true: smartphones are a mommy must have. I didn’t think I’d be this attached to my iPhone if not for the apps that come with it. The apps that, let’s say, make my life as a working mom a whole lot easier!

    I’d like to recommend one of my current favorite apps, Intuition. Tagged as mom’s personal assistant, it’s a task management app that has many features designed to help us moms. It’s really easy to use and it looks cute, too. Plus, it’s free! You can check it out on