2. Mom Study 2013: Technology
Who was Involved?
Composed based on data
from 01.01.2013 – 03.08.2013
943 Participants
7,000 Panelists
100% Female
The “Mom Study 2013” is based on
qualitative and quantitative research and
was conducted with more than 900
momSpotters® throughout the United
States during the month of March of 2013.
This report is available for download at
www.buzzmg.com/reports.
Survey fielded online
21-30
31-39
40-49
50-55
Ages 21-55
13%
33%
42%
12%
3. Mom Study 2013: Technology
Location
CA
10%
Rest
of
the
USA
27%
NY
12%
FL
4%
NJ
5%
NC
4%
TX
4%
IL
12%
MI
5%
GA
OH
6%
4%
PA
7%
4. Mom Study 2013: Technology
Community
Rural
12%
City
35%
Suburbs
53%
5. Mom Study 2013: Technology
Ethnicity
Hispanic
Mixed
2%
10%
Caucasian
70%
African
American
14%
Asian
American
4%
6. Mom Study 2013: Technology
Marital Status
Divorced
9%
Single
9%
Married
69%
DaSng
1%
In
a
relaSonship
12%
7. Mom Study 2013: Technology
Masters
Degree
12%
Education
Doctorate
1%
High
school
Diploma
31%
Bachelors
Degree
36%
Associates
Degree
20%
8. Mom Study 2013: Technology
Employment
50%
24%
16%
4%
employed
full-‐Sme
4%
2%
employed
unemployed
employed
employed
a
fullSme
part-‐Sme
part-‐Sme
full-‐Sme
homemaker
from
home
from
home
9. Mom Study 2013: Technology
Household Income
45%
30%
15%
5%
1%
Less
than
$8,000
$8,000
-‐
$33,000
1%
3%
$33,000-‐
$82,000
-‐
$170,000
-‐
More
than
I
don't
$82,000
$170,000
$370,000
$370,000
want
to
specify
10. Mom Study 2013: Technology
Number of Children
37%
25%
22%
9%
3%
One
Two
Three
Four
Five
3%
Six
11. Mom Study 2013: Technology
Age of Children
54%
57%
43%
23%
21%
11%
Infant:
0-‐12
Toddler:
1-‐2
Child:
3-‐7
Months
yrs
Tween:8-‐12
Teen:13-‐19
Young
Adults:
20-‐30
12. Mom Study 2013: Technology
Children’s Residence
90%
4%
With
me
full
Sme
With
me
the
majority
of
the
Sme
2%
With
me
part
of
the
Sme
4%
Outside
of
my
home,
independently
13. Mom Study 2013: Technology
Which of the
following devices
do you own?
19. Mom Study 2013: Technology
Mobile Devices
Do you use your mobile
device to access coupons
while you are in a store?
Would you share your
number with a brand to
receive mobile coupons?
No
31%
No
38%
Yes
62%
Yes
69%
20. Mom Study 2013: Technology
How would you rate your
technical skills?
53%
40%
7%
Advanced
based
on
my
network
of
moms
Adequate
for
my
tech
use
Needing
improvement
21. Mom Study 2013: Technology
What drives your adoption of
new technology?
70%
67%
56%
53%
40%
FuncSonality
Adding
value
to
my
life
Relevancy
It's
entertaining
Keeping
kids
tech
use
in
check
22. Mom Study 2013: Technology
How often do
you engage in the
following
activities online?
23. Mom Study 2013: Technology
Online Gaming
23%
22%
21%
14%
10%
MulSple
Smes
per
day
Once
per
day
10%
MulSple
Smes
per
week
Once
per
week
Once
in
a
while
Never
24. Mom Study 2013: Technology
Online Shopping
32%
26%
15%
13%
11%
3%
MulSple
Smes
per
day
Once
per
day
MulSple
Smes
per
week
Once
per
week
Once
in
a
while
Never
25. Mom Study 2013: Technology
Sweepstakes & Contests
24%
20%
16%
18%
12%
10%
MulSple
Smes
per
day
Once
per
day
MulSple
Smes
per
week
Once
per
week
Once
in
a
while
Never
26. Mom Study 2013: Technology
Writing Reviews
36%
21%
7%
MulSple
Smes
per
day
7%
Once
per
day
20%
9%
MulSple
Smes
per
week
Once
per
week
Once
in
a
while
Never
27. Mom Study 2013: Technology
Reading Reviews
26%
22%
21%
12%
10%
9%
MulSple
Smes
per
day
Once
per
day
MulSple
Smes
per
week
Once
per
week
Once
in
a
while
Never
28. Mom Study 2013: Technology
Key Findings
Moms are still using coupons rather regularly, but
are also keeping with the times. Over half (56%)
of Moms use coupons on a weekly basis, and 62%
even use their mobile devices to access coupons
while at a store. Brands should note that 69% are
willing to share their phone number with a brand
or company in order to receive mobile coupons.
Only 7% of Moms believe that their technical skills
require improvement; the rest believe that their
skills are adequate or even advanced compared to
other mothers in their social circles.The majority
(70%) of survey respondents revealed functionality
to be the prime motivation behind their adoption
of new technologies.
Moms own a variety of tech devices. The majority (88%) own a
personal laptop while 83% own a desktop computer and 81% own
a smartphone. Regarding tablets, iPads slightly win out over Kindles
as 47% of Moms own an iPad whereas 41% own a Kindle.
29. Contact Us
Buzz Marketing Group
1515 Market St.
Suite 1810
Philadelphia, PA 19102
215.399.5679
www.buzzmg.com
