A new study by Roy Morgan Research has revealed some interesting insights into the smartphone habits of Australian mums by comparing their habits with those of the average smartphone user (aged 14+).
Interestingly, the activities mums are more likely to be engaged in via smartphone are those requiring only a spare moment such as entering competitions (66% more likely) and browsing online catalogues (54% more likely). Mothers are also above average when using their smartphone to access social networking (13%) and upload photos (16%). Other statistics include:
• 49% more likely to access health or medical information
• 43% more likely to engage in online auctions
• 42% more likely to play games online
Conversely, mums are less likely than the average smartphone user to participate in mobile entertainment activities. Mums are less likely to download podcasts to their smartphone (47%), stream video (32%), access news (27%), stream music (24%) and radio (14%).
Tim Martin, General Manager – Media, Roy Morgan Research, says:
“Often time-poor and on-the-go, it seems mothers don’t use their smartphones for personal entertainment as much as others. They are less likely than the norm—and even less likely again when compared with dads—to download podcasts, access news, or stream music, radio or video.
“The one difference is in regards to playing games online, which mothers with smartphones are 42% more likely to do in an average four weeks than the general smartphone-owning population.
“Digital advertisers need to be aware that this valuable target market may not be as reachable via mobile as growing overall audience numbers suggest, and better targeting would maximise advertising ROI.”
Read the original article here Mobile mums: what do they do on their smartphones?
