Mom Study 2013: Technology

Mom Study 2013 Technology

10.23.13

Who was Involved?

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.

Composed based on data from 01.01.2013 – 03.08.2013

943 Participants 7,000 Panelists

100% Female

Survey fielded online

Ages 21-55 21-30 13% 31-39 33% 40-49 42% 50-55 12%

Mom Study 2013: Technology

Location CA 10%

TX 4%

NY 12%

FL 4%

IL 12%

PA 7%

OH 4%

GA 6% MI

5%

NC 4%

NJ 5%

Rest of the USA 27%


Community

City 35%

Suburbs 53%

Rural 12%


Ethnicity African American

14% Asian American

4%

Caucasian 70%

Hispanic 10%

Mixed 2%


Marital Status

Single 9%

DaSng 1% In a

relaSonship 12%

Married 69%

Divorced 9%


Education

High school Diploma 31%

Associates Degree 20%

Bachelors Degree 36%

Masters Degree 12%

Doctorate 1%


Employment

employed full-‐Sme

employed part-‐Sme

unemployed employed part-‐Sme from home

employed full-‐Sme

from home

a fullSme homemaker

50%

16%

4% 4% 2%

24%


Household Income

Less than $8,000

$8,000 -‐ $33,000

$33,000-‐ $82,000

$82,000 -‐ $170,000

$170,000 -‐ $370,000

More than $370,000

I don't want to specify

1%

15%

45%

30%

5% 1% 3%


Number of Children

One Two Three Four Five Six

25%

37%

22%

9%

3% 3%


Infant: 0-‐12 Months

Toddler: 1-‐2 yrs

Child: 3-‐7 Tween:8-‐12 Teen:13-‐19 Young Adults: 20-‐30

11%

23%

54% 57%

43%

21%

Age of Children


Children’s Residence

With me full Sme With me the majority of the

Sme

With me part of the Sme

Outside of my home,

independently

90%

4% 2% 4%


Which of the following devices

do you own?


83% Desktop

88% Laptop


71% DVR

81% Smartphone


50% Xbox

68% Nintendo Wii


41% Kindle

47% Ipad


10% Apple TV

16% Roku


Do you use your mobile device to access coupons while you are in a store?


Yes 62%

No 38%

Would you share your number with a brand to receive mobile coupons?

Yes 69%

No 31%

Mobile Devices

How would you rate your technical skills?


Advanced based on my network of moms

Adequate for my tech use

Needing improvement

53%

40%

7%

What drives your adoption of new technology?


FuncSonality Adding value to my life

Relevancy It's entertaining

Keeping kids tech use in

check

70% 67%

56% 53%

40%

How often do you engage in the

following activities online?


Online Gaming


MulSple Smes per

day

Once per day

MulSple Smes per week

Once per week

Once in a while

Never

22%

10%

14%

10%

23% 21%

Online Shopping


MulSple Smes per

day

Once per day


Once per week

Once in a while

Never

15% 11%

26%

32%

13%

3%

Sweepstakes & Contests


MulSple Smes per

day

Once per day


Once per week

Once in a while

Never

20%

10%

16% 18%

24%

12%

Writing Reviews


MulSple Smes per

day

Once per day


Once per week

Once in a while

Never

7% 7% 9%

21%

36%

20%

Reading Reviews


MulSple Smes per

day

Once per day


Once per week

Once in a while

Never

12% 9%

21%

26% 22%

10%

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.


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Suite 1810 Philadelphia, PA 19102

215.399.5679 www.buzzmg.com

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Date post:	05-Sep-2014
Category:	Self Improvement
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Mom Study 2013: Technology

Self Improvement