Data from the Jumptap network show that working Moms are two percent more likely than stay-at-home Moms to be on a smartphone, while stay-at-home Moms are 20 percent more likely to be on a tablet than working Moms.
“Tablet usage is most common in the home, which supports stay-at-home Moms’ heavier usage of the device,” Matt Duffy, VP of Marketing at Jumptap. “As the May MobileSTAT proves, Moms tend to be heavy tablet users overall, which is why Jumptap encourages its advertisers to incorporate a cross-device strategy when trying to reach the demographic.”
May MobileSTAT Findings:
- Moms Love iPod Touch: Data from the Jumptap network show that Moms use the iPod Touch more than any other smart device. In fact, Moms are 114 percent more likely than the average consumer to own an iPod Touch. Other popular smart devices for Moms include the Galaxy S, Galaxy Exhibit, LG Optimus, and iPhone. While the iPhone is the second most popular device for Moms, they are 47 percent less likely than the average consumer to own one. Advertisers looking to ensure efficient reach of Moms should leverage a cross-device targeting strategy.
- Moms Looks Beyond iPad: According to data from comScore, Moms are 13 percent more likely than the average consumer to own a tablet and now represent 27 percent of all tablet users in the U.S. Data from Jumptap show that while the iPad is the most popular tablet for Moms, the demographic is eight percent less likely than the average consumer to own one. Moms are much more likely than the average consumer to own the Nexus 7 (116 percent) or the relatively unknown and low-priced Zeepad (4,000 percent). The Zeepad is an Android tablet that is claimed to be the most inexpensive tablet device made in the U.S. The inclusion of these lower-priced tablets suggests that Moms look for value in smart devices. It also reinforces the notion that advertisers should run campaigns across various platforms and different model types to maximize reach.
- Moms’ Mobile Usage Spikes on Weekends: On average, consumers spend roughly the same amount of time on mobile every day of the week, with no discernible spikes in usage. Moms display a very different pattern: mobile usage among Moms spikes on weekends and dips on Thursdays and Fridays. The weekend spike is likely due to the flurry of family activities that require smartphone help (shopping, maps, movie tickets, social sharing, etc.). The dip we see on Thursdays and Fridays is due to a sharp decrease in social media usage across the board. Advertisers targeting Moms should consider heavy-up campaigns on weekends.
- Mobile Soccer Moms Lead An Active Lifestyle: Following a recent mobile ad campaign targeting the ‘Soccer Moms’ segment from third-party data partner Datalogix, Jumptap leveraged its Audience+ Insights Platform to analyze the campaign’s over four million impressions with the goal of more deeply understanding the segment. The Jumptap data show that those in the ‘Soccer Mom’ segment are 27 percent more likely than the average consumer to be an Olympics fan and 94 percent more likely to prefer running. Consumers in this segment are also 60 percent more likely than the average consumer to purchase sun care products and 15 percent less likely to purchase pet care products.
MobileSTAT (Simple Targeting & Audience Trends) is a monthly glance into targeting and audience trends in mobile advertising through our network of over 53 billion monthly impressions, 182 million monthly mobile U.S. users and 66,000 apps and mobile websites. Jumptap takes a unique, data-driven approach to mobile advertising, allowing it to cultivate the insights contained in the report. MobileSTAT contains analysis of dozens of terabytes of log data, powered by the scalable, efficient Jumptap technology. Jumptap strives to make mobile advertising smart and simple, and MobileSTAT was designed to benefit the entire mobile ecosystem.
The Jumptap MobileSTAT reports mine large quantities of network data to identify targeting and audience trends. Jumptap uses proprietary algorithms to analyze and normalize this data. In some cases, when sufficient conditions are met, subsets of data may have been used as proxies to represent the overall network.
About Jumptap, Inc.
Jumptap, Inc. is the leading unified audience platform, taking a programmatic and mobile-first approach to reaching audiences across screens. Jumptap reaches over 182 million mobile users in the U.S. and over 356 million mobile users worldwide. It has built an audience profile store with over 100 million unique, data-rich profiles, of which over 44 million can be reached across screens. Jumptap powers its audience-centric advertising through industry-first partnerships with more than 20 third-party data providers, and garners the highest yield for its 66,000 mobile sites and apps. Visit www.jumptap.com and www.jumptap.com/blog for more information; join our Facebook community, follow us on Twitter at @Jumptap and check out our latest ads at the Jumptap Ad Gallery.