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Smart Moms and the Smartphone

Since December of 2010, smartphone usage has shot up to 297 million marking a 72.1% increase since 2009, per Gartner. With the battle of Android and iPhone raging on, there are interesting developments as well on the consumer level.

Social networking and downloading the latest music aside, homemakers have discovered a very practical use for smartphones. The emergence of smart moms has marketers rethinking their strategy for hitting the desired market for smartphones. App developers are taking a serious look at this market segment.

Per Greystripe research, a hefty chunk of smart moms are turning their smartphones into mommy's littler helper. Following are trends that savvy marketers are following:

Shopping with Smartphones
From locating the nearest branch and the nearest season sale to comparing prices, the smartphones give these moms the information they need at a touch of the screen. It's convenient and a great time saver.

Source: http://www.emarketer.com/Newsletter_htm/20110526.html

Advertising holds sway
Although recommendations from trusted sources like family and friends, a survey has shown that advertising still holds some clout in shopping decision making. 55% say that advertising works, per the Greystripe report. Because moms are practically the decision-makers for home purchases, they are the targets for advertisers. Ever wonder why detergents, food, and other household product commercials are made for moms? Yep. These guys know what they're doing.

Source: http://www.greystripe.com/wp-content/uploads/2011/05/Greystripe-AIR-Moms-0511-4.pdf

Expect a change in tone for smartphone commercials soon. Aside from seeing young executives and gaming commercials, we should be seeing more of smart moms and their smartphones.

See the full Greystripe report on smart moms and their smartphone usage.

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