Mothers' Digital Media Usage Is All About Convenience and Commiseration - eMarketer
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eMarketer Interview

Mothers' Digital Media Usage Is All About Convenience and Commiseration

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An interview with

Julie Michaelson

Head of Global Sales, BabyCenter

Interview summary

Whether searching the web for product recommendations or venting about parenting on social media, mothers use smartphones for just about everything. It’s no surprise then, given how much they value the convenience of mobile technology, that mothers are also early adopters of new devices that promise to simplify their lives. Julie Michaelson, head of global sales at parenting content publisher BabyCenter, spoke with eMarketer’s Maria Minsker about how mothers use smartphones today and what devices they’ll be using tomorrow.

Interview

eMarketer: Are mothers as dependent on smartphones as other demographic groups?

Julie Michaelson: About 80% of the traffic to BabyCenter’s site comes from a mobile device, and this has been true for the last four to five years. The reason is that moms, especially new moms, are always on the go and only have one hand available. Mobile fits their lifestyle and is becoming their “do everything” device. In fact, we know moms use mobile devices in the middle of the night when they’re feeding their children.