According to a recent study done by mobile ad network Greystripe, there’s a relatively new mobile advertising demographic on the street: iPhone moms. Similar to the “soccer moms” demographic, iPhone moms could be a new consumer segment that has vast potential for advertisers and app developers. Greystripe says that “iPhone moms,” which constitute women (with children) who own iPhones, currently make up 29.5% of all iPhone users.
Greystripe says that in the past, “soccer moms” has not been a group that advertisers
could reach through mobile applications because they tended to be late adopters. I’m not so sure about this assertion, considering the rapid growth of “Mommy bloggers” over the past few years. But as the iPhone becomes central to moms to manage finances, family budgets, to-do lists and vacations, it’s sure to become a valuable and portable personal computer and too for the Mommy demographic. There’s even a blog that’s popped up devoted to iPhone Moms. And Moms use the iPhone not just for themselves, but to download kid-friendly apps for their children to use.
The ad report surveyed a group of iPhone moms as part of their quarterly Advertising Insights Report, and has collected statics on the demographics and preferences of moms in their ad network. Some of the stats may be intriguing to both advertisers and app developers. For example, on average, 96.2% of moms who own iPhones are involved in household purchase decisions, showing the purchasing power fo this particular demographic. Of iPhone moms with four or more children, 92.3% own a gaming console compared to 50% of iPhone moms with one child and 69.9% of iPhone Moms surveyed own a Nintendo Wii.
It appears that Blackberrys and other smartphones are other phones are becoming increasingly popular amongst the mommy demographic as well.
I can vouch for the kid-friendly apps use case. iPhone Toddler apps are an absolute lifesaver when you need that 10 extra minutes in a restaurant or adult conversation and your child is becoming fidgety.
we believe that kid-friendly, educational iPhone apps can save parents from meltdowns while waiting in restaurants, airports, or doctors offices.
We created two of the top Educational iPhone apps for kids:
Wheels on the Bus (featured in the New York Times)
and
Old MacDonald – by Duck Duck Moose: http://tinyurl....om/oldmacdonald
It’s great to see validation of what we’ve seen all along. We’ve found that Moms are looking for apps that not only provide a break for themselves, but educational value for the kids.
That’s why we work closely with teachers, Moms and kids when we design our apps.
Since it’s release McPea Preschool has consistently been a top app in education.
http://tinyurl.com/mcpea-app
iMilf anyone?
Only the hip moms have iphones.
The “mommy” demographic? You mean women who have children? Including all working women? Um, like 80% of half of the american public?
And only Moms download things for their kids? So no Dads do that?
What a demeaning tone.
Just shows how far this industry has to go.
iPhone moms could create a new consumer segment that has vast potential for advertisers and app developers. Women (with children) who own iPhones, currently make up 29.5% of all iPhone users.
>>>>>> Amazing!! Now iPhone Mom by default becomes an ad for iPhone and boosts soccer interest among women.
+1. TC, If you’re going to point out a stat as meaningful, you need to compare it against the baseline.
30%? I assume this is including woman with only adult children? Is there a link to the survey?
This is a bunch of BS…who cares about advertising to iPhone moms…
Both my 1 year old and a 3 year old love playing with my iPhone! The touch interface is so natural to kids and many a tantrum has been avoided and many a peaceful dinner facilitated by the distractions offered by some of the quality apps in the App store! Some of my favorites: Wheels on the Bus & Old MacDonald (by Duck Duck Moose), ABC Animals (by Critical Matter), Little Red Hen (by Stepworks). Most of these apps are 99 cents and come with wonderful illustrations and are fun and have some educational value.
Hmmm… I think the answer to your question would be – people who want to make money. Women, and particularly women with children at home, make most of the purchases in this country. You know – like your mom. What are you, 13 years old? Maybe if you go clean your room instead of leaving pointless comments on blogs, then your mommy might buy YOU an iPhone.
“iPhone Toddler apps”You mean like fart noise-makers? Good thing the App Store is full of Apps that appeal to toddlers…
I bought my wife an iPhone when I bought mine… I wasn’t sure if she would like it, she isn’t a techie at all. But she took it quickly, and now and think she might actually like, and use, the iPhone more than I do. I think the simplicity is what got her.
I definitely agree with the marketing efforts towards iPhone Moms in respect to the task lists, kid-friendly apps and let’s not forget the purchasing apps (eBay, Amazon, etc.). We are a 2 iPhone home and certainly not the only one. I can tell you from experience that it’s just as much the wives/moms who are sharing (and purchasing) the apps themselves and the products/services that relate to them.
And a note about the kid-friendly apps. There are a wide variety of fun and very educational apps available for toddlers, elementary school students, etc. and the majority of them have a great user experience for those specific age groups. Most parents would easily let their kids play these apps instead of watching SpongeBob.
Thanks.
check out the report here
https://www.gre...sReportQ209.pdf
Whatever, just engjoy it.
Is The iPhone Mom The New Soccer Mom?
why get fancy with these labels – just call them PTA Moms.
I see these dimwits playing with their iPhone while they are at the podium during school events – only thing missing is gum in their mouths – and they would be just as silly as their 16 year olds.
I love the iphone too -so I hope you enjoy the dry humor in the above.
I’m an iPhone app designer AND an iPhone mom
Farm Friends App launches in a couple of weeks: http://www.farmfriendsapp.com
I’ve actually taken to calling them ‘facebook moms’ instead. Regardless of the device, that’s where you’ll find them…
Kids love the iPhone’s intuitive interface. My wife took our 2 1/2 year old to a science museum a few weeks ago. In one of the exhibits there was a large flat screen TV at her height. The presentation was over so it just had a title screen. She walked up and tried to flick the picture to the left. She got frustrated when it wouldn’t move. My wife had to explain it wasn’t an iPhone. She asked “why?”
Cute story. It reminds me of a story of friend from years ago when he showed his (very) younger brother a LP and turntable. His brother pointed to the needle on the turntable and asked, “Is this where the laser comes out?”
“There’s a relatively new mobile advertising demographic on the street: iPhone moms”
Well, being somewhat fond of market and opinion research myself (that’s what I do for a living actually), it seems to me that the piece of research by greystripe does not necessarily support the existence of any such thing as an “iPhone moms” segment (although the wording is nice).
First, it might just be that mothers are as likely as any other demographic to buy and use iPhones. Your article starts by saying that women with children constitute roughly 1/3 of iPhone users. Guess what, the Census bureau tells us that women with children constitute roughly 1/3 of the U.S. population (I might have misread the data, I would be happy to be corrected if this were the case).
http://www.cens...0/dp1/2kh00.pdf
And all the other behavioural descriptions, such as 92.3% of “iPhone moms” with 4 children or more having a gaming console at home, my guess is that over 8 out of 10 moms with 4 children of more have gaming consoles. And the list goes on. The “iPhone mom” might just be your plain and simple “Soccer mom”, except that she can now be reached on her iPhone.
My final comment, the data provided by Greystripe is misused. It is not 96.2% of “iPhone moms” who are involved in household purchase decisions, but 96.2% of iPhone users (both men and women) who are so involved (their report does not show data for women only with respect to this issue).
Still, the name is nice…
At Rookie Labs, we’ve found that Moms are looking for apps that provide not only downtime for themselves, but learning and educational value for the kids.
That’s why we work together with teachers and Moms when we design our apps.
Since it’s release McPea Preschool has consistently been a top app in education.
http://tinyurl.com/mcpeapre
Our other app McPea ABC has abc flashcards, letter tracing and drawing.
http://tinyurl.com/mcpeaabc
The data is supported in the real world. Go to any sports field or playground or Starbucks – the vast majority of moms are tapping (not talking) on their phones.
Want to help your kids improve their spelling? There’s an app for that.
http://bit.ly/16AKRF
My wife is a blackberry mum, but that didn’t stop her from working on iphone app before doing one for BB.
http://itunes.a...121890&mt=8
Speaking of iPhone kids apps, one to check out is iStoryTime, its a collection of narrated and illustrated kids books… entertaining for kids and since its basically just a book that reads itself has educational value too. Good for traveling etc.
http://www.istorytimeapp.com
http://www.isto...pp.com/appstore (itunes link)
Three cheers for iPhone Moms! As a mom of two young kids, I can vouch that moms are always looking for fun and innovative ways to teach their kids, and are usually early adapters when it comes to their children. We at SkyVu Pictures
an international animation studio will be launching StoryBoy ebooks in the iTunes store shortly. Visit us at http://www.storyboy.net and at the upcoming ABC Kids Expo in Las Vegas September 13 -16. With all the games out there, Moms can now download entertaining, age appropriate ebooks with animated graphics that their kids will love to read and touch. Our original titles are all mom-approved and kid-tested and teach while they entertain.
Hello,
I just finished my animated storybook, Belindra – Vegetable Delivery. While reading, you can click on the characters and the story comes to life!
Here is a short YouTube video: http://www.youtube.com/watch?v=BYglV_qhrEg
and the website:
http://www.Belindra.com
I hope you like it!