Disney Interactive Media Group (DIMG) announced today results from the second installment of its “M.O.M. – Mom on a Mission” research study, started in 2010, that illustrate how women are utilizing technology and the Internet to make being a mom easier. The study revealed that more moms are taking on the role of Household CEO and using technology products to help get the job done.
Mom’s use of computers, mobile phones and tablet computers continues to grow as she finds them even more essential to stay connected with family and friends and manage household activities. 96% of the moms surveyed said they owned or used a computer, up 9% from 2010; and 91% use a mobile device, up 11% from 2010, with 44% using a smartphone. 7% of moms surveyed owned a tablet, up 133% from 2010.
“Today’s moms are adopting emerging technologies at an impressive rate to help manage their families’ busy lives and use as entertainment platforms with their kids,” said Dave Dickman, SVP of digital media sales for DIMG. “For digital marketers who are trying to reach moms, we believe this second wave will help them better understand the shifting behavior.”
Mobile Phone is Mom’s Lifeline to Family and Friends
Mom’s mobile phone use has increased significantly, particularly to communicate with her family. She is texting, visiting social networks and searching for coupons far more than last year. The moms who were surveyed said they conducted the following activities on their mobile phones at least once a week:
Text with spouse/partner: 63%, up 17% (from 2010)
Talk to child: 53%
Visit social networks: 45%, up 32%
Take pictures of family: 44%, up 13%
Browse websites: 43%, up 39%
Use mobile search engine: 40%, up 38%
Manage calendar: 40%, up 18%
Play games with her child on mobile phone: 30%, up 25%
Look for discounts/coupons: 25%, up 213%
Smartphone Mom Uses Her Device Almost 4 Hours a Day!
44% of the moms surveyed with mobile phones own smartphones. On average, moms with smartphones spend 3.9 hours per day using the device for a host of activities ranging from email and texting to visiting social networks and talking. The study also showed that mom uses her smartphone to have fun with her child. Playing games, taking pictures and videos and watching videos with her child are some of her favorite activities.
Mom’s Tablet Makes Her Feel Like Super Mom!
For those surveyed who own tablet PCs, in addition to emailing and visiting social networks, mom is managing her schedule, reading news, doing her banking, couponing and meal planning on her tablet. More than half the moms with tablets said the device is helping them be more efficient in getting things done and managing their life and family.
Another surprising finding was that mom is using her tablet to play with her child, especially to play games. 48% of moms who own a tablet and 39% of moms who own a smartphone, said the number one activity they engage in with their children on their respective devices is playing a game.
Mom’s Use of the Internet Continues to Increase
Mom leverages her multiple technology devices to access the Internet and get more done. According to the survey, she performs the following household-related activities online:
Online Banking/Investing: 62%, up 9% (from 2010)
Look up directions: 61%
Find recipes/plan meals: 59%, up 9%
Find/print coupons: 58%, up 21%
Shop for her family: 54%, up 15%
Research products: 42%
Look for family travel ideas: 37%
Look for family activities and crafts: 36%
M.O.M. – Mom on a Mission Study
Disney Online’s M.O.M. – Mom on a Mission study was conducted in June 2011 by Ipsos OTX MediaCT, with the objective of gaining insights to understand today’s mom, her roles, and how technology and the Internet affect her life. The study was conducted in two phases: consumer immersion blogs and online quantitative study. In Phase One, eight moms interacted in an online, secure blogging environment by uploading images, video and text for one week. In Phase Two, an online quantitative study was conducted with a sample of 3,300 females, ages 21-54, who were either currently pregnant or had one child in their household between the ages of 0-14 years.
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