Research

Millennial Moms – Are We There Yet?

Overview

In partnership with mobile agency Ansible, this report focuses on Millennial Moms, Moms 18-34 with at least one child in the home, and how this audience is using multiple mobile devices to support purchase decisions.

Highlights

Moms use mobile as a tool and as the ultimate shopping companion. 85% of Millennial Moms own a smartphone, and are 20% more likely to own a tablet.

 

Moms are comfortable using multiple mobile devices and spend a lot of time across screens. 76% of Millennial Moms' time is spent on mobile devices, and 88% continue their research on a tablet after starting on a smartphone.

 

Location has a strong influence on how devices are used to make or support purchase decisions. Moms turn to their smartphones first when away from home, and use them in-store for price, product, and purchase activities. 

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