Mothers Primed for Mobile Health Opportunities - eMarketer

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Mothers Primed for Mobile Health Opportunities

Make apps convenient, and mothers will use them

November 13, 2014

Mothers are sometimes referred to as "chief family officers," and the smartphone revolution has tempted many to keep track of their loved ones' schedules, photos, memories, health info and more on their handheld devices. Research from BabyCenter suggests mothers are a major target for healthcare marketers—as long as the content they offer is useful and convenient.

Health-Related Content that US Mother Smartphone Users Track vs. Would Track* on Their Smartphones, July 2014 (% of respondents)

As of July, around three in 10 US mother smartphone users said they tracked their own fitness, their weight and their child's development on their smartphones, and 23% kept track of their kid's nutrition that way. But all those activities would appeal to at least 40% of respondents if mothers felt they were easier to do.

That means opportunity for app developers—including brands in the healthcare and pharma space—to create fast, easy ways for mothers to do more, faster with their phones around their own and their families' health.

Ways in Which US Mother Smartphone Users Use Their Smartphone to Shop for OTC Medications, July 2014 (% of respondents)

And as major users of the mobile internet for researching health needs, moms are a prime target for such apps. Nearly two-thirds have researched over-the-counter medications online via smartphone, more than half have read product reviews and recommendations, and 49% have searched for information about OTC products or services.

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