I would like to think the smartphone is the tool that allows us to keep the family connected and Moms on top of our schedules. I know I couldn’t live without it – it’s the bridge between my family, my work life and activities in our lives.
According to a report from BabyCenter, more than four in 10 US online Moms said they want technology that helps them be a better Mom.
It seems millennial Moms, the ones who have grown up with technology, are much more comfortable with technology as an extension of their Mom-ness, with 49 percent interested in technology that can empower them to be a better Mom, and 33 percent acknowledging technology as a help. (See our related post on Smartphones are the Power in Power Moms.)
Convergence will become more important as marketers seek ways to intersect and find a place in the lives of Moms.
Some 72 percent of Moms say they are more likely to use their laptop in the kitchen or living room so they can be around their children when they go online. I see this trend as one that will make the new tablets like iPad become that in-between tool for Moms. (See our related post on iPad for Moms.)
Six Ways Smartphones Make Us Better Moms
Here are the daily activities that Moms say they use their smartphone for:
What Marketers Must Be Considering
To help empower Moms, brands must be relevant to their needs, speak in their language and help make their lives easier. What does this mean? Spend time with your consumer and listen to what they are saying. Make all your interactions Mom-fluent and make all their interactions with you easy. If it’s online, help them get to the information they are seeking in two clicks rather than three. Package ideas and offers that help complement their needs. Stay in tune with the latest technology, because Moms are not afraid to embrace it. Brainstorm ways to help them with the six ways smartphones make them better Moms.
Most of the criticism surrounding the forthcoming iPad debut seems to be from folks who probably do not want or need an iPad. But increasingly, it seems that there is a real opportunity for a tool that fills a space between the iPhone and the laptop – a space that Moms will appreciate.
This weekend I attended PodCamp10 in Nashville and heard some smart guys from Griffin Technology talk about the iPad, who confirmed some of the dazzling new benefits of the iPad. When asked where the iPad fits into your life, they gave a couple of examples. Cameron Daigle said it was overwhelmingly for “Your Mom” and “Your Mom” and “Your Mom.” Mark Rowan said it would be an in-between device for many business travelers who would find it unnecessary to take their laptop. The iPad would be small enough to fit the briefcase and become an accompaniment to their phone.
Who is the target for the iPad? It seems that there are two Mom audiences:
There is the Mom who desires a simple device that provides for everyday home uses like reading books and magazines, checking email, surfing the Internet, watching videos, calendar entries, researching recipes and browsing shopping information. It will be easy to navigate and even the computer illiterate will find it useful. It will fit nicely in a purse or totebag, so it will travel from carpools to dance lessons to trips out of town. And it will sit nicely on the counter in the kitchen where it seems some 70 percent of Moms use their laptop currently, probably nervous about spills and sticky fingers.
The second audience is that group of working Moms who don’t need lots of computing ability for most of their trips. They will find it easy to show a Keynote on the iPad, have access to the Internet and emails and be able to catch up on their reading on the plane.
Should the iPad be called the iMom?
I think so. It would go a long way in dispelling all the bad press about male dominated Apple and the lack of sensitivity when naming the product. And by the way, women may be their biggest fans.
We have all seen the Wired, New York Times and Sports Illustrated examples of iPad formats, but take a look at Penguin Publishing’s look at books on iPad.
Marketers should be figuring out how to make iPad work for their clients right now because the opportunities of the large screen for content and advertising will be great.
When the family loads up for vacation this year, they will be looking for mid-priced and Quick Serve restaurants that won’t break the bank. That’s because this year’s vacation is about “good value for the money.”
In the WhyMomsRule.com 2010 Family Travel Survey, Moms say they will be looking for value in all parts of the vacation. Some 22 percent of Moms say they will eat out less while on vacation to help conserve dollars.
Families will likely be eating at Quick Serve (47 percent) or mid-priced casual dining (53 percent) restaurants during their travels.
Two interesting trends to be noted are the interest in eating at local independent restaurants and the importance of free hotel food offerings. Eating local is a chance to enjoy part of the local culture and food offerings, and free hotel foods like breakfast bars and snacks are welcome to families with young children. Gen Y Moms are more likely to eat at high-end restaurants while on vacation; yet, they are also more likely than others to take advantage of free hotel food offerings. Baby boomer Moms are the biggest supporters of local independent restaurants.
The attitude toward vacation saving is also seen in the everyday sacrifices that Moms are making. To help pay for this year’s vacation, 42 percent of Moms say they are eating out less during the year to help save up for the needed getaway.
According to The NPD Group, consumers in 2009, particularly families, were making fewer visits to restaurants overall, and when consumers dined out, they favored lower priced options. Overall restaurant visits declined 3 percent in 2009 with upscale dining showing the most decline.
Restaurant Strategies for Driving Traffic
Restaurants will need to keep the value equation high for families by offering bundled meals, special promotions, kid-friendly menu items, and cater to the needs of children in the restaurant. Restaurants should make menus and take-out services available to hotels and lodging. Loyalty programs should prompt Moms to use your restaurant as they travel. And restaurants must make sure their promotions are visible from the street, as many diners make up their mind as they drive by.
And since Moms read user reviews, it is important to do an audit of all social media reviews to see how your brand stands up. Families will be dining out and family vacation restaurant usage will depend on your targeted strategies.
To get a copy of the 2010 Family Travel Survey, click here.
It’s interesting that there has been so much debate among Moms about the new iPad and how it will integrate into their lives. It’s clear evidence that Moms are passionate about technology and its ability to simplify their lives and give them a sense of control.
A recent 21st Century Mom: Tech Mom study by BabyCenter identified Mom’s 2010 Gadget Wish List.
- Laptop
- Nintendo Wii Fit
- HDTV
- Blu-Ray
- External Hard Drive/Back-up
- iPhone
- HD Digital Camcorder
- Portable DVD Player
- Garmin/GPS
- Digital Camera
These tools are the items that will allow her to manage the family schedule, comparison shop, learn, save memories, stay fit, stay connected with family and friends, keep her family entertained and not lose her self, or her location in the process.
For marketers, here’s the crucial point: Sixty-seven percent of Moms play a key role in purchasing new technology for their family.
Adding weight to the importance of these different technologies are the things they would give up to have their most desired gadget:
- Lipstick 67%
- Manicures/Pedicures 64%
- Coffee 49%
- Flats/Uggs 32%
- Chocolate 24%
One marketer who has embraced the importance of women in the corporate office and in the marketplace is Best Buy with their Best Buy Wolf Program. They have fostered a 10,000-person network designed to encourage leadership from female employees within the company and to drive its growing women’s market share. The company seems to understand that both are necessary to creating a Best Buy that women will want to patronize. They say that for Best Buy to be a great place for women to shop, it has to be a great place to work. And encouraging women to shop Best Buy has its rewards. The company is seeking to grow its share of the $90 billion female consumer electronics market. Currently they have only 16 percent of the female market. Results point to greater sales, declining female employee turnover and growth in female employees.











