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Millennial, Gen X Mothers in Canada Spend Money via Mobile

Millennial mothers far more likely to use Pinterest, Instagram than Gen Xers

Mothers in Canada are a tech-heavy bunch, according to April 2014 research from BabyCenter that compared millennial and Gen X women who were expectant or had children under 7 years old.

Products Purchased via Smartphone According to Millennial vs. Gen X Mother Internet Users in Canada, April 2014 (% of respondents)

The survey found that nearly nine in 10 women in both groups had a smartphone, and according to respondents, they were using those devices to purchase a variety of products for their kids—and themselves. Mothers in both groups were most likely to say they had bought clothing or shoes via mobile. Gen X mothers reported being 6 percentage points more likely to purchase toys, books and games for children via smartphone, while both age groups were equally likely to buy children’s products in general.

Social Media Sites Used Regularly by Millennial vs. Gen X Mother Internet Users in Canada, April 2014 (% of respondents)

Differences between millennial and Gen X mothers were more prominent when the respondents were asked about which social sites they used on a regular basis. While Facebook was far and away the winner among both groups, Pinterest and Instagram usage diverged significantly based on age.

eMarketer estimates that among the overall population of Canada, 45.0% will own and use a smartphone at least once per month this year, and 53.0% will log on to a social network at least monthly. Nearly half of residents will be on Facebook specifically.

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