Mobile Mum Report 2013Baby Centre

“Since the 2011 Mobile Mum study, mobile has become even more critical throughout the path to purchase, with nearly a 100% increase when using a smartphone across all aspects - from getting product ideas (up by 114%); to comparing prices (up by 113%); and deciding where to buy (100% increase)”

Conducted in October 2013 with 1,480 mums. Used social media diaries from 14 new and expectant moms, and a behavioural and secondary analysis with comScore covering e-commerce habits and social analytics.

Mums are 2.5 times more likely to prefer checking social media on their

phone compared to the general population.

Rapid smartphone adoption is now at 87% amongst UK mums.

NB. 41% of mums now own a tablet device, an increase of 128% since July 2012.

Over half of mums regard their smartphone as an ‘essential tool’ when it comes to parenting.

Nearly three in five say their phone helps to reduce the isolation of new motherhood.

41% describe their smartphone as their ‘backup

brain’.

Nearly half of mums use their mobile for banking and finance.

28% Children’s apps61% Productivity tools such as

calendars75% Searching for information54% Directions60% Reading the news49% Shopping

NB. In 2011, mums’ top activities were mostly about personal enjoyment: social networking, games, weather, shopping, health and fitness.

8.0 hours a month on Facebook5.1 hours a month on YouTube 4.4 hours a month on Tumblr

Mums are 15% more likely to use social media regularly compared to the general population, on average spending:

Well over half of mums say checking Facebook is the very first thing they do when they wake up in the morning (compared to a quarter of the general population).

68% of mums say that they use parenting social media platforms for brand and product recommendations.

97% of the fans of Pinterest’s Facebook page are women.

80% of Pinterest users are women, while 50% of all Pinterest users have children.

Mums are 34% more likely to spend online than the average UK online adult.

Mums spend more when they shop online - quarterly online spending total per mum

is £251 versus £222 for the general online population.

Clothing and shoes are the most popular mobile purchase.

In the 30 days leading up to the survey:

Half of mums had shopped online using their mobiles.

Of those who did, two thirds visited a retailer’s site and over half (57%) searched for information about a particular product on their mobile.

Half of mums have bought something because a brand posted a voucher or shared an offer on a social network.

Over a quarter of mums say that they have made a purchase because they saw a sponsored ad on a social network.

Getting the best price or a

discount voucher are key drivers to mobile shopping.