Mom Study 2013: Technology

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Mom Study 2013: Technology

  1. 1. Mom Study 2013 Technology 10.23.13
  2. 2. Mom Study 2013: Technology Who was Involved? Composed based on data from 01.01.2013 – 03.08.2013 943 Participants 7,000 Panelists 100% Female The “Mom Study 2013” is based on qualitative and quantitative research and was conducted with more than 900 momSpotters® throughout the United States during the month of March of 2013. This report is available for download at www.buzzmg.com/reports. Survey fielded online 21-30 31-39 40-49 50-55 Ages 21-55 13% 33% 42% 12%
  3. 3. Mom Study 2013: Technology Location CA   10%   Rest  of  the   USA   27%   NY   12%   FL   4%   NJ   5%   NC   4%   TX   4%   IL   12%   MI   5%   GA   OH     6%   4%   PA   7%  
  4. 4. Mom Study 2013: Technology Community Rural   12%   City   35%   Suburbs   53%  
  5. 5. Mom Study 2013: Technology Ethnicity Hispanic   Mixed  2%   10%   Caucasian   70%   African   American   14%   Asian   American   4%  
  6. 6. Mom Study 2013: Technology Marital Status Divorced   9%   Single   9%   Married   69%   DaSng   1%   In  a   relaSonship   12%  
  7. 7. Mom Study 2013: Technology Masters   Degree   12%   Education Doctorate   1%   High  school   Diploma   31%   Bachelors   Degree   36%   Associates   Degree   20%  
  8. 8. Mom Study 2013: Technology Employment 50%   24%   16%   4%   employed   full-­‐Sme   4%   2%   employed   unemployed   employed   employed   a  fullSme   part-­‐Sme   part-­‐Sme   full-­‐Sme   homemaker   from  home   from  home  
  9. 9. Mom Study 2013: Technology Household Income 45%   30%   15%   5%   1%   Less  than   $8,000   $8,000  -­‐   $33,000   1%   3%   $33,000-­‐   $82,000  -­‐   $170,000  -­‐   More  than   I  don't   $82,000   $170,000   $370,000   $370,000   want  to   specify  
  10. 10. Mom Study 2013: Technology Number of Children 37%   25%   22%   9%   3%   One   Two   Three   Four   Five   3%   Six  
  11. 11. Mom Study 2013: Technology Age of Children 54%   57%   43%   23%   21%   11%   Infant:  0-­‐12   Toddler:  1-­‐2   Child:  3-­‐7   Months   yrs   Tween:8-­‐12   Teen:13-­‐19   Young   Adults:   20-­‐30  
  12. 12. Mom Study 2013: Technology Children’s Residence 90%   4%   With  me  full  Sme   With  me  the   majority  of  the   Sme   2%   With  me  part  of   the  Sme   4%   Outside  of  my   home,   independently  
  13. 13. Mom Study 2013: Technology Which of the following devices do you own?
  14. 14. Mom Study 2013: Technology 88% Laptop 83% Desktop
  15. 15. Mom Study 2013: Technology 81% Smartphone 71% DVR
  16. 16. Mom Study 2013: Technology 68% Nintendo Wii 50% Xbox
  17. 17. Mom Study 2013: Technology 47% Ipad 41% Kindle
  18. 18. Mom Study 2013: Technology 16% Roku 10% Apple TV
  19. 19. Mom Study 2013: Technology Mobile Devices   Do you use your mobile device to access coupons while you are in a store? Would you share your number with a brand to receive mobile coupons? No   31%   No   38%   Yes   62%   Yes   69%  
  20. 20. Mom Study 2013: Technology How would you rate your technical skills? 53%   40%   7%   Advanced  based  on  my   network  of  moms   Adequate  for  my  tech   use   Needing  improvement  
  21. 21. Mom Study 2013: Technology What drives your adoption of new technology? 70%   67%   56%   53%   40%   FuncSonality   Adding  value   to  my  life   Relevancy   It's   entertaining   Keeping  kids   tech  use  in   check  
  22. 22. Mom Study 2013: Technology How often do you engage in the following activities online?
  23. 23. Mom Study 2013: Technology Online Gaming 23%   22%   21%   14%   10%   MulSple   Smes  per   day   Once  per   day   10%   MulSple   Smes  per   week   Once  per   week   Once  in  a   while   Never  
  24. 24. Mom Study 2013: Technology Online Shopping 32%   26%   15%   13%   11%   3%   MulSple   Smes  per   day   Once  per   day   MulSple   Smes  per   week   Once  per   week   Once  in  a   while   Never  
  25. 25. Mom Study 2013: Technology Sweepstakes & Contests 24%   20%   16%   18%   12%   10%   MulSple   Smes  per   day   Once  per   day   MulSple   Smes  per   week   Once  per   week   Once  in  a   while   Never  
  26. 26. Mom Study 2013: Technology Writing Reviews 36%   21%   7%   MulSple   Smes  per   day   7%   Once  per   day   20%   9%   MulSple   Smes  per   week   Once  per   week   Once  in  a   while   Never  
  27. 27. Mom Study 2013: Technology Reading Reviews 26%   22%   21%   12%   10%   9%   MulSple   Smes  per   day   Once  per   day   MulSple   Smes  per   week   Once  per   week   Once  in  a   while   Never  
  28. 28. Mom Study 2013: Technology Key Findings Moms are still using coupons rather regularly, but are also keeping with the times. Over half (56%) of Moms use coupons on a weekly basis, and 62% even use their mobile devices to access coupons while at a store. Brands should note that 69% are willing to share their phone number with a brand or company in order to receive mobile coupons. Only 7% of Moms believe that their technical skills require improvement; the rest believe that their skills are adequate or even advanced compared to other mothers in their social circles.The majority (70%) of survey respondents revealed functionality to be the prime motivation behind their adoption of new technologies. Moms own a variety of tech devices. The majority (88%) own a personal laptop while 83% own a desktop computer and 81% own a smartphone. Regarding tablets, iPads slightly win out over Kindles as 47% of Moms own an iPad whereas 41% own a Kindle.
  29. 29. Contact Us Buzz Marketing Group 1515 Market St. Suite 1810 Philadelphia, PA 19102 215.399.5679 www.buzzmg.com

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