Hemispheres Copyright 2012
About the Hemispheres Mobile Moms Initiative
Hemispheres is interested in how women are using mobile technology to manage and enrichtheir lives. In July of 2012 we conducted an online survey of women ages 18-54 who use mobiledevices including cell phones, smart phones and/or tablets. To better understand differences intechnology use and attitudes, we looked at Millennial moms, Gen X moms, and women withoutchildren. Our definition of moms are those with children under the age of 18 living in theirhousehold all or part of the time. The total sample size was 1271. We realize that not everyoneagrees on the exact age ranges for Millennials and Gen X. For this project we define Millennialsas ages18-34 and Gen X as 35-54.Hemispheres conducted a similar study in 2009 investigating the role of tec
hnology in women’s
Our full report includes insights about the changes in mom’s technology use
since then.Please contact us at email@example.com or 206-706-7618 to request our full report or
to discuss the findings in more detail. We look forward to hearing from you.This whitepaper focuses on Millennial Moms and their mobile habits and attitudes. The samplesize for this segment is 431 interviews.
Millennial Moms keep the latest mobile technology at their fingertips. They rarely leavethe house without their smart phones or cell phones in hand.
Most younger moms use asmartphone and nearly all of them carry it all or most of the time. Feature phones are lessprevalent but are also very frequently carried by their owners. One third of Millennial Moms usesa tablet and one in four uses an e-reader. Tablets and e-readers are frequently carried by abouthalf of their owners. While laptop ownership is high, only 22% carry these all or most of the time,suggesting that they are less likely to be viewed as a portable device.
Mobile DevicesUsedMobile DevicesCarried All/Most of Time
Laptop 77% 22%Smart phone 70% 94%Cell phone (Feature phone) 50% 89%Tablet 34% 49%E-reader 26% 46%
Q. For each of the following devices below… please indicate which ones you regularly use.
Base: All respondents (431)Q. When you leave your home, how often do you take the following mobile device with you?Base: Device owners (varies by device owned)
Millennial Moms often blend their work and home lives by taking care of personal andfamily tasks at work and by conducting work away from the office. Smart phones are keyto bridging personal and work lives.
Over the past few years, almost half of Millennial Momsfeel they have increased the amount of work they do for their jobs at home. On average, 23% ofher internet access outside of the office is used for conducting work. At the same time, nearlyhalf have had to increase the amount of personal things they have to accomplish at work.When it comes to conducting personal activities at work, smart phones are used most often.Smart phones are also used to access work at home. Laptops and desktops are her primarytool for accessing work while away from the office.