Increasing Number Of Millennial Mom Get Their “Shop On” With Smartphones [Report]

BabyCenter, a number digital destination for pregnancy and parenting information worldwide, has released its “2015 State of Modern Motherhood Report,” showing that the amount of time Canadian millennial moms spend online on their smartphones has doubled from 1.1 hours per day in 2012 to 2.2 hours per day in 2014. Smartphones continue to be a dominant source for traffic to BabyCenter, the survey shows that their time spent online on laptops/PCs fell from 3 hours per day in 2012 to 1.3 hours per day in 2014.

It is no surprise that more millennial moms own smartphones now compares to the past, smartphone ownership grew from 59 percent in 2012 to 94 percent in 2014. The percentage of those who own a tablet also increased (from 20% in 2012 to 53% in 2014). Laptop or PC ownership also softened (99% in 2012 to 86% in 2014). However, 51 percent of Canadian millennial moms currently own both a smartphone and a tablet, an uptick of 255 percent over 2012 numbers.

The report also finds that this newer generation of moms is more inclined to notice ads on digital platforms than their “Gen X” predecessors. Overall, they are 44 percent more likely to observe ads on the full range of digital screens at their disposal, with that number skyrocketing to 71 percent when honing in on the likelihood of noticing ads on their various mobile devices.

This growing dependence on mobile phones is also impacting Canadian millennial moms when they are looking to make purchases for the household and beyond. In fact, 7 in 10 use their smartphone while shopping in-store, allowing them to search for recipes (48%), text photos or videos to friends and family to ask their opinions (48%), read product reviews (46%), and more.

In tandem with technology and media ownership and usage modifications, the brand selections of many Canadian millennial moms change once they have children. This opportunity for brand loyalty shift occurs in a range of categories:

  • Groceries (71%)
  • Cleansers/detergents (58%)
  • Personal care/cosmetics (52%)
  • Consumer electronics (50%)
  • Apparel/accessories/shoes (49%)
  • Financial services (49%)

These results are more pronounced in Canada compared to other major markets, with only 38 percent of U.K. millennial moms saying their criteria for groceries had changed, and 35 percent of their counterparts in the U.S. saying they thought differently about consumer electronics brands once becoming a mom.

In addition to exploring these important changes, the report examined the type of digital ad content that resonates with Canadian millennial moms. More than half (58%) said that they pay attention to advertisements that are relevant to either their life stage or that of their child. Native advertising – if it provides high-quality, informative content – also has the power to positively impact this demographic, with 50 percent saying it could inspire their trust in a brand.

“Canadian millennial moms are extremely savvy consumers who rely heavily on technology – especially their smartphones – in their day-to-day lives,” said Julie Michaelson, Head of Global Sales at BabyCenter. “It’s important that marketers think mobile-first in reaching this audience effectively. In addition, there are critical nuances in advertising content and creative that can affect mom’s purchasing decisions, gaining their attention and brand loyalty… or not.”

“Motherhood is a life-changing experience that causes us to rethink our priorities, but it doesn’t change everything about who we are as women,” said Linda Murray, SVP/Global Editor-in-Chief of BabyCenter. “While millennial moms in Canada change their purchasing habits after giving birth, they’re still millennials who love technology and use it to become the best mothers they can be.”

Imagery also plays a key role, with visuals of a family or baby generating the most enthusiasm (71% vs 69%). This is strikingly different from reactions in other countries. For example, just 46 percent of Chinese millennial moms thought an image of a family would capture their attention.

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