Moms Gravitate to Mobile and Social First in the UK - eMarketer

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Moms Gravitate to Mobile and Social First in the UK

Facebook is used by more moms on a weekly basis on smart mobile devices than email

June 27, 2013

Social media and mobile have become key points of contact for young mothers to connect with family, friends and brands, according to March 2013 research from BabyCentre. Facebook and YouTube were the leading social media sites for UK mom web users between 18 to 34 years old, with these moms overindexing for Facebook and YouTube use by 7 percentage points and 12 percentage points, respectively, compared with the general adult population.

Social Media Sites Used by UK Mom* Internet Users, March 2013 (% reach)

BabyCentre also found the laptop and smartphone were owned by an equal number of young mom respondents in the UK—at 82% each, while eMarketer forecasts 48.4% of the UK population as a whole will use a smartphone in 2013. These moms also overindexed for tablets—BabyCentre found 51% of mothers owned one, whereas eMarketer estimates tablets will reach about 31% of the total UK population this year.

With so many UK moms overindexing on mobile and social, the two habits were bound to converge. BabyCentre, in conjunction with comScore, in May found that of expectant UK mom smartphone or tablet users between 18 to 44 years old with children under age 8, 89% checked Facebook at least weekly on their smart mobile device, ahead of personal email.

Weekly Smartphone/Tablet Activities of UK Mother* Smartphone/Tablet Users, May 2013 (% of respondents)

Moms, and especially expectant moms, are a key demographic for marketers, as they are often the primary buyers in the home. And for those with a child on the way, they are likely to be rethinking, or just deciding on, their brand preferences. Mobile and social are the key places to reach these consumers.

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