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Mobile Mum Report 2013
Baby 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.
Over half

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

NB. 41% of mums now own a tablet device, an increase of 128% since July 2012.
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%
61%
75%
54%
60%
49%

Children’s apps
Productivity tools such as calendars
Searching for information
Directions
Reading the news
Shopping

NB. In 2011, mums’ top activities were mostly
about
personal
enjoyment:
social
networking, games, weather, shopping, health
Mums are 15% more likely to use social media
regularly compared to the general population, on
average spending:
8.0 hours a month on Facebook
5.1 hours a month on YouTube
4.4 hours a month on Tumblr
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.
Half of mums have bought something because

a brand posted a voucher or shared an offer on a
social network.
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.
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.

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Baby Centre Mobile Mum Report

  • 1. Mobile Mum Report 2013 Baby 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.
  • 2. Mums are 2.5 times more likely to prefer checking social media on their phone compared to the general population.
  • 3. Rapid smartphone adoption is now at 87% amongst UK mums.
  • 4. Over half of mums regard their smartphone as an ‘essential tool’ when it comes to parenting. NB. 41% of mums now own a tablet device, an increase of 128% since July 2012.
  • 5. Nearly three in five say their phone helps to reduce the isolation of new motherhood. 41% describe their smartphone as their ‘backup brain’.
  • 6. Nearly half of mums use their mobile for banking and finance. 28% 61% 75% 54% 60% 49% Children’s apps Productivity tools such as calendars Searching for information Directions Reading the news Shopping NB. In 2011, mums’ top activities were mostly about personal enjoyment: social networking, games, weather, shopping, health
  • 7. Mums are 15% more likely to use social media regularly compared to the general population, on average spending: 8.0 hours a month on Facebook 5.1 hours a month on YouTube 4.4 hours a month on Tumblr
  • 8. 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).
  • 9. 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.
  • 10. 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.
  • 11. Half of mums have bought something because a brand posted a voucher or shared an offer on a social network. 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.
  • 12. 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.