2014 US Mobile Mom Report Mobile Powers Mom s Life. September 2014

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1 2014 US Mobile Mom Report Mobile Powers Mom s Life September 2014

2 Report Methodology In-depth survey among our 21 st Century Mom Panel Fielded July ,000+ US expectant women and moms with children up to 8 years old Mean age: 32 Trending data Tracking the mindset and behaviors of new and expectant moms Comparisons made to previous 21 st Century Mom Insights Series including 2013 Mobile Mom Report and 2012 Media Mom Report

3 Mobile Usage

4 Texting and visiting social media are the most common activities moms do on their smartphone Q: How often do you use your smartphone for these activities? Moms who use smartphone weekly for the following activities Texting 98% Social media 88% Playing games Watching videos Parenting communities Shopping Health information or advice Parenting information 66% 65% 60% 55% 53% 53% Instant messaging 42%

5 Texting and visiting social media are the two mobile activities moms perform daily or more often Q: How often do you use your smartphone for these activities? Moms who use smartphone daily for the following activities Texting 90% Social media 79% Playing games 42% Watching videos Parenting communities Instant messaging 32% 30% 29% Parenting information Health information or advice Shopping 20% 18% 16%

6 Her smartphone is her connection to the outside world. In an average day Source: BabyCenter 21st Century Mom Report: 2013 Mobile Mom, August Moms send 26 text messages using her smartphone Source: BabyCenter 21st Century Mom Report: 2013 Mobile Mom, August Moms send 14 instant messages using What s App or Facebook Instant Messenger, etc. Source: BabyCenter 21st Century Mom Report: 2013 Mobile Mom, August Moms use social media 15 times (e.g., check newsfeed, post, comment )

7 Her smartphone is her No.1 tool for social media The laptop still outpaces the tablet What device do you use MOST OFTEN to access each of these sites/apps? Q: Please select one device for each site Moms who use the following device MOST OFTEN for the following activities Smartphone Tablet Laptop 68% 63% 50% 42% 37% 37% 11% 21% 23% 14% 13% 21% Facebook Twitter BabyCenter Community YouTube

8 Instant messengers are on the rise Q: Is your use of standard texting on your phone decreasing because you are using instant messaging apps instead? Q: What instant messaging apps are you using on your phone? (unaided) Not applicable, don t text 1% Yes 27% 35% 22% 9% Facebook What s App Google Hangout No 72% 5% Kik 4% Yahoo

9 Use of smartphone for kids entertainment on the rise Q: How do you use your mobile phone when it comes to your children? Please select all that apply. Entertainment for kids (e.g., videos and games) Purchasing items for kids Getting parenting information (e.g., BabyCenter App) 50% 48% 67% Fast Facts Moms are 2.2x more likely to use their smartphone to entertain their kids (2014 vs. 2013) Keeping up with kids schedule (e.g., soccer, music lessons) Tracking kids health (e.g., weight / height gain tracker) 17% 46% Getting parenting information via smartphone increased by 9.6x YOY Other 6% None of these 11%

10 Mom s phone is increasingly important to her Q: How much do you agree with each statement about your smartphone? I feel comfortable researching products on my mobile device, but I still want to see it in-store before buying. My smartphone is like my backup brain. I would use my phone for more activities if free wifi was more readily available in public places. 59% 54% 58% 65% +9% It s frustrating when I can t get access to free wifi (e.g., at a café) with my phone. 49% If I left my wallet at home, I d carry on. But if I left smartphone at home, I d go back for it. 34% 43% +26% Instead of TV, I use mobile device(s) to help entertain my children 34% I have apps downloaded for publications that I formerly read in print. 31% 27% +15%

11 Video/ Watching TV

12 How-to videos are the 2 nd most popular mobile videos moms watch What kinds of videos do you watch on your smartphone? Please select all Q: that apply. Types of mobile videos moms watch on their smartphone Short clips for entertainment 73% How-to/tutorial videos 62% Entertainment for the kids News Parenting (e.g., fetal or child development) 41% 45% 44% TV shows Product reviews Educational video for the kids Movies 34% 32% 32% 30% Other 7% None of these 2%

13 Many moms watch cooking and DIY tutorials on their phone Q: What kinds of how-to/tutorial videos do you watch? Please select all that apply. Types of how-to/tutorial videos moms watch on their smartphone Cooking 78% Do-it-yourself home improvement Crafts 61% 66% Hair 54% Makeup 44% Gardening 25% Music (e.g., how to play an instrument) 17% Other None of these 1% 4%

14 About 9 in 10 moms use their mobile device while watching TV The smartphone is most often used mobile device while watching TV Q: How often do you use your smartphone, while also watching TV? Smartphone usage while watching TV Q: How often do you use your ipad, while also watching TV?* ipad usage while watching TV* Never 3% Rarely 9% All the time 27% Rarely 13% Never 11% All the time 16% Sometimes 28% Often 31% Often 34% Sometimes 29%

15 Demographics

16 Demographic profile Moms age: Pregnancy The average and median age of moms in this sample is 32 years old. No 66% Yes 34% Number of children Age of children Two 17% Three or more 20% One 22% None 41% 0 to up to 12 months old 12 months to up to 24 months old 2 years up to 5 years old 5 years up to up to 9 years old 9 years old to up to 18 years old 17% 24% 52% 37% 35%

17 Demographic profile Employment Ethnicity Employed full time, currently 49% Caucasian 77% Employed part time 13% Hispanic 9% Stay-at-home parent 29% African American 8% Unemployed, looking for work 3% Asian /Pacific Islander 6% Student 3% Native American 2% HHI 23% 19% 4% 5% 10% 11% 9% 5% 7%

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