According to a recent survey by mobile advertising network Greystripe, mothers with iPhones regularly let their children use their phones, download games specifically for their children, and often use their phones at grocery stores to compare prices and check grocery lists. The conclusions are based on 1294 responses to their survey and offers detailed behavioral characteristics of moms in their iPhone ad network.
Not too long ago, mothers were still considered to be a hard group to reach through mobile applications because they tend to be late adopters. The iPhone's mainstream success has changed this, however, and iPhone moms have now become a desirable target demographic for marketers.
The report shows several interesting patterns. For example, over 59% of iPhone moms surveyed say they let their children use their iPhone. And 41% of moms who own iPhones download apps specifically for their children to use. Twenty percent also download educational content for their kids. Close to 60% of iPhone moms depend on their phone to locate the nearest store around them while 41.94% of moms use the iPhone to keep track of shopping lists.
Moms are looking to the iPhone as both a valuable organizational tool and an entertainment portal, making the iPhone a valuable advertising platform. While Greystripe says that this demographic have tended to be late adopters, I’m not so sure if this is true considering the rapid growth of “Mommy bloggers” over the past few years. There is a blog that’s devoted to iPhone Moms and offers recommendations for kid and baby-friendly iPhone apps for moms to download. Also, The iPhone Mom recommends Mobicip as one of the first applications that needs to be installed before handing over the phone to a kid.