Mobile Moms Initiative

Millennial Moms
How Younger Moms are Using Technology to Manage Their Personal and Work Lives
July 16, 2012 Project conducted by:
   

David Bauer Lynn Reed Rena Palumbo Paula Rosecky

Hemispheres Copyright 2012
4703 Ballard Ave NW • Seattle, WA 98107 • 206.706.7618 • researchforhumans.com

About the Hemispheres Mobile Moms Initiative
Hemispheres is interested in how women are using mobile technology to manage and enrich their lives. In July of 2012 we conducted an online survey of women ages 18-54 who use mobile devices including cell phones, smart phones and/or tablets. To better understand differences in technology use and attitudes, we looked at Millennial moms, Gen X moms, and women without children. Our definition of moms are those with children under the age of 18 living in their household all or part of the time. The total sample size was 1271. We realize that not everyone agrees on the exact age ranges for Millennials and Gen X. For this project we define Millennials as ages18-34 and Gen X as 35-54. Hemispheres conducted a similar study in 2009 investigating the role of technology in women’s lives. Our full report includes insights about the changes in mom’s technology use since then. Please contact us at info@researchforhumans.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 sample size for this segment is 431 interviews.

Key Findings – Millennial Moms
Millennial Moms keep the latest mobile technology at their fingertips. They rarely leave the house without their smart phones or cell phones in hand. Most younger moms use a smartphone and nearly all of them carry it all or most of the time. Feature phones are less prevalent but are also very frequently carried by their owners. One third of Millennial Moms uses a tablet and one in four uses an e-reader. Tablets and e-readers are frequently carried by about half 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 Devices Used 77% 70% 50% 34% 26% Mobile Devices Carried All/Most of Time 22% 94% 89% 49% 46%

Laptop Smart phone Cell phone (Feature phone) Tablet E-reader

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 and family tasks at work and by conducting work away from the office. Smart phones are key to bridging personal and work lives. Over the past few years, almost half of Millennial Moms feel they have increased the amount of work they do for their jobs at home. On average, 23% of her internet access outside of the office is used for conducting work. At the same time, nearly half 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 primary tool for accessing work while away from the office.

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Work at Home Increased (NET) Increased a lot Increased a little Remained about the same Decreased a little Decreased a lot 48% 29% 19% 45% 2% 5%

Personal Activity at Work 45% 25% 20% 47% 5% 3%

Q. Thinking about how much work you do from home, how this amount changed over the past few years? Base: Employed FT, PT, Self (220) Q. Thinking about the personal things you do at work, how this amount changed over the past few years? Base: Employed FT, PT, Self (220)

Device To Do Work at Home Smart phone PC/Laptop Cell phone Tablet Physically bring it Home/work phone (land line) 42% 60% 24% 21% 21% 14%

Device To Do Personal Activity at Work 57% 41% 28% 19% 22% 15%

Q. How do you access work when you are away from the office? Please select all that apply. Base: Employed FT, PT, Self (220) Q. How do you conduct your personal activities while at work? Please select all that apply. Base: Employed FT, PT, Self (220)

The primary benefit of mobile technology is that it allows Millennial Moms to stay continuously connected with family and community. It also provides entertainment throughout the day. Smartphones are most heavily used for these purposes. These younger moms especially see social networks as a good way to stay in touch despite a hectic life. Millennial Moms actively seek new technology that can help them accomplish their daily tasks.
Top Benefits Of Mobile Technology 71% 52% 48% 45%

Always keeps me connected/informed Entertains me anyplace, anytime Simplifies life Helps me manage life more efficiently
Q. What are the top three benefits mobile technology provides you? Base: All respondents (431)

Social networks enable me to maintain close relationships with people far away Social networks allow me to stay connected when I would otherwise be too busy I feel more connected to friends through social networks I am always looking for new apps and tools that allow me to accomplish my tasks online It’s important to stay up to date with the newest technology

Strongly Agree Top 3 Box 65% 57% 51% 45% 50%

Q. How strongly do you agree or disagree with the following statements about...new technology? About relationships and technology? Using a scale where 1 means “strongly disagree” and 10 means “strongly agree”. Top 3 box (% 8,9,10) shown. Base: All respondents (431)

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Listen to music Post status updates

Activities On Any Mobile Device 71% 70%

Activities On Smartphone Owned 75% 73%

Activities On Cell Phone Owned 27% 25%

Activities On Tablet Owned 50% 55%

Q. Which mobile devices, if any do you typically use for each of the following activities? Please select all that apply. Base: Any Device- All respondents (431); Specific Device - Device owners (varies by device owned)

While Millennial Moms are cautious about their personal information, many are savvy about how to manage their privacy. Apart from financial information, these younger moms are most concerned about public information about their families. Many will limit this information unless they are confident about the security. They are much less concerned about having their web activities tracked.
Strongly Agree Top 3 Box 58% 52% 49% 28%

I only post photos of my family if I can set permissions on who can see them I understand how to set permissions and stay up to date on websites’ changing terms and conditions I worry about the amount of personal information I put online I trust social networking sites to keep my information and photos safe and secure

Q. How strongly do you agree or disagree with the following statements about.. privacy and technology? Using a scale where 1 means “strongly disagree” and 10 means “strongly agree”. Top 3 box (% 8,9,10) shown. Base: All respondents (431)

Financial information or credit card accounts Contact information and/or physical address Information about family/children Information about my daily routine Healthcare information Websites I visit Searches I conduct
Q. What types of online personal information are you most concerned about? Base: All respondents (431)

Online Personal Info Most Concerned About 78% 71% 66% 29% 27% 25% 21%

Mobile devices are allowing younger moms to be more efficient and smart shoppers in both online and physical store environments. Mobile devices are used on average about 22% of the time for shopping online and 27% of the time for online product research. Mobile devices, especially smartphones, are also used to comparison shop while shopping in physical stores. Tablets are more heavily used for actual product purchases than smartphones. Millennial Moms use their mobile devices to access a range of product information. Many conduct online research before shopping in a store. Their most common mobile product research is to learn about prices and discounts, store location and hours, and general product information.

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Look up local businesses Research products online Shop online

Activities On Any Mobile Device 65% 63% 52%

Activities On Smartphone Owned 69% 64% 47%

Activities On Cell Phone Owned 23% 20% 15%

Activities On Tablet Owned 49% 61% 60%

Q. Which mobile devices, if any do you typically use for each of the following activities? Please select all that apply. Base: Any Device- All respondents (431); Specific Device - Device owners (varies by device owned)

I often go online while browsing in a store to compare products and prices I always look online before buying a product in a store I prefer to shop online because it frees up my time to do other things

Strongly Agree Top 3 Box 42% 41% 39%

Q. How strongly do you agree or disagree with the following statements about.. shopping and technology? Using a scale where 1 means “strongly disagree” and 10 means “strongly agree”. Top 3 box (% 8,9,10) shown. Base: All respondents (431)

Prices Store location Store hours General product information Coupons or discounts Product reviews/performance ratings Stores that carry desired products Specific product information such as features Reviews of stores

Product Information Researched On Mobile Device 72% 64% 60% 53% 52% 44% 41% 41% 32%

Q. For what types of information do you typically use your mobile devices to research products? Please select all that apply. Base: Research products online (273)

Facebook is the most important social site for Millennial Moms. YouTube, Netflix, and Pandora also have a strong presence in younger moms’ lives.
Important Social Sites Top 2 Box 81% 67% 55% 50% 35% 31% 30% 26% 16% 13% 12%

Facebook YouTube Netflix Pandora Groupon Twitter Pinterest Living Social LinkedIn Spotify 4Square

Q. How important are the following social sites in your life? 5 point scale used- Very important to Very unimportant. Top 2 Box (% Very and Somewhat Important) shown. Base: All respondents (431)

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About Hemispheres
Hemispheres was founded in 2003 on the belief that customers are dynamic individuals with a wide range of motivations that are sometimes surprising, sometimes contradictory, and always meaningful. Our mission is to give companies the insight to truly understand customers as wellrounded human beings, in turn, giving them the means and the confidence to create the products and services that inspire and delight audiences. Hemispheres’ knowledgeable team, rich in innovative thinking and diverse, real-world industry experience, gets personal and hands-on with each client’s business challenges. We sift through conventional wisdom and pre-conceived notions, always guided by the voice of the audience. Factoring in both the rational and emotional sides of human wants and needs, we select the right mix of research techniques and cull the results into creative, eye-opening intelligence and actionable recommendations that lead to increased sales, revenue and market share. Ultimately, Hemispheres knows what motivates people and what it means for your brand. Call it research for humans. Please visit us at researchforhumans.com to learn more.

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