Soccer moms, move over, your time is over. It’s time to make room for the “iPhone Mom” – a relatively new demographic made up of female iPhone owners with children. A new survey from Greystripe indicates that the usually slow-to-adopt “mommy” segment has quickly become a significant consumer of mobile content and mobile applications. As a key purchase decision maker in most US households, sometimes the sole decision maker, the iPhone Mom could prove to be the most important demographic to advertisers.
Greystripe found that a typical iPhone Mom is 7% more likely to be African-American, but 5% less likely to be Hispanic, than the typical iPhone user in general. They wield a lot of purchasing-power in their homes – 96% are involved in purchase decisions, with 40% indicating that they alone decide what their family buys. And, these iPhone Moms use their iPhones for a variety of daily activities – 59% let their kids use their iPhone; 79% use their iPhone to keep their daily shopping duties organized, with 60% using it to locate a nearby store; and a healthy 42% of iPhone Moms use their iPhone at the grocery store. To top it all off, they’re an educated bunch – fully 80% of iPhone Moms have completed a an undergrad stint in college.
What do all these numbers mean for the typical iPhone user? Well, if advertisers take this iPhone market analysis to heart, you might soon see in-app and other types of mobile advertising catering to the iPhone Mom segment.
Check out Greystripe’s full report here [PDF link].