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%
Mom Study 2013: Technology
Community
City 35%
Suburbs 53%
Rural 12%
Mom Study 2013: Technology
Ethnicity African American
14% Asian American
4%
Caucasian 70%
Hispanic 10%
Mixed 2%
Mom Study 2013: Technology
Marital Status
Single 9%
DaSng 1% In a
relaSonship 12%
Married 69%
Divorced 9%
Mom Study 2013: Technology
Education
High school Diploma 31%
Associates Degree 20%
Bachelors Degree 36%
Masters Degree 12%
Doctorate 1%
Mom Study 2013: Technology
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%
Mom Study 2013: Technology
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%
Mom Study 2013: Technology
Number of Children
One Two Three Four Five Six
25%
37%
22%
9%
3% 3%
Mom Study 2013: Technology
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
Mom Study 2013: Technology
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%
Mom Study 2013: Technology
Which of the following devices
do you own?
Mom Study 2013: Technology
83% Desktop
88% Laptop
Mom Study 2013: Technology
71% DVR
81% Smartphone
Mom Study 2013: Technology
50% Xbox
68% Nintendo Wii
Mom Study 2013: Technology
41% Kindle
47% Ipad
Mom Study 2013: Technology
10% Apple TV
16% Roku
Mom Study 2013: Technology
Do you use your mobile device to access coupons while you are in a store?
Mom Study 2013: Technology
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?
Mom Study 2013: Technology
Advanced based on my network of moms
Adequate for my tech use
Needing improvement
53%
40%
7%
What drives your adoption of new technology?
Mom Study 2013: 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?
Mom Study 2013: Technology
Online Gaming
Mom Study 2013: Technology
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
Mom Study 2013: Technology
MulSple Smes per
day
Once per day
MulSple Smes per week
Once per week
Once in a while
Never
15% 11%
26%
32%
13%
3%
Sweepstakes & Contests
Mom Study 2013: Technology
MulSple Smes per
day
Once per day
MulSple Smes per week
Once per week
Once in a while
Never
20%
10%
16% 18%
24%
12%
Writing Reviews
Mom Study 2013: Technology
MulSple Smes per
day
Once per day
MulSple Smes per week
Once per week
Once in a while
Never
7% 7% 9%
21%
36%
20%
Reading Reviews
Mom Study 2013: Technology
MulSple Smes per
day
Once per day
MulSple Smes per week
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.
Mom Study 2013: Technology
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