A few months ago, we wrote about mobile ad network Greystripe’s study that placed “iPhone moms” (mothers of young children who own iPhones) as one of the new and growing mobile advertising demographics on the street. In August, Greystripe claimed that iPhone moms made up 29.5% of all iPhone users. Today, the ad network is releasing a follow-up report which offers detailed behavioral characteristics of moms in their iPhone ad network. Similar to the “soccer moms” demographic, iPhone moms are a consumer segment that has vast potential for advertisers and app developers.
The report shows several interesting patterns. For example, over 59% of iPhone moms surveyed say they let their children use their iPhone. And 41% of moms who own iPhons download apps specifically for their children to use.
Shopping is another key use of the iPhone for moms. Close to 60% of iPhone moms depend on their phone to locate the nearest store around them while 41.94% of moms use the iPhone to keep track of shopping lists. Other shopping activities include comparison shopping, (39.43%) downloading coupons (19%) or keeping track of items on sale (22.94%).
When it comes to actually shopping at the grocery store, a little over half of iPhone moms use their phones at the grocery store, with 40.14% using it as a shopping list tool and 22.58% using it as a recipe resource at the store.
Unsurprisingly, close to 90% of moms who have iPhones use it for personal entertainment which includes listening to music, browsing the Internet or using entertainment apps. Email comes in at a close second place with over 79.57% of iPhone moms surveyed using their phone for checking messages. And it seems that many moms use the device as an organizational tool with over 64% of iPhone moms using their phones to manage their calendar and schedule, which is 9% higher than the rest of the iPhone community as a whole.
Moms are looking to the iPhone and other smartphones as both a valuable organizational tool and an entertainment portal, making the iPhone a valuable advertising platform. While Greystripe says that this demographic have tended to be late adopters, I’m not so sure if this is true considering the rapid growth of “Mommy bloggers” over the past few years. There’s a blog that’s devoted to iPhone Moms and offers recommendations for kid and baby-friendly iPhone apps for moms to download.