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/ 09.24.2009 2:00PM
Working Mothers Make the Most of Mobile
NEW YORK: Working
women with children spend the most on cell-phone service and are more likely to
download files on the run, a new survey indicates. Scarborough Research says
working mothers are 11 percent more likely to use mobile media than the average
user.
The mobile-media behaviors of working mothers was accessed through their
cell-phone usage. They were found to spend 21 percent more per month, on
average, for mobile communications than the average cell user. The average
cell-phone bill for working moms is $94 versus $78 for all users.
The same group is also more likely to download content than all cell
subscribers. Working mothers are 42 percent more likely to download content to
their phones.
Scarborough estimates there are 21.6 million mothers working full time in the
United States; comprising 9 percent of all adults and 18 percent of all women. Their
average household income was estimated to be $81,900--slightly higher than the
average adult annual household income of $73,400. (Fifty-eight percent of the
group reside in two-income households.) The tend to be college educated, in
their 30s and 40s, and are 13 percent more likely to be married than
non-working counterparts.
Populations of working mothers was found to be highest in the Honolulu, Des
Moines, Iowa; and New Orleans markets. It was lowest in Pittsburgh; Knoxville,
Tenn., and Greenville, N.C.
The women tend to own homes, spend more on groceries, and are more likely to
use coupons. They’re big on fast food (one of TV’s biggest ad categories),
Walmart, and Home Depot, high tech and physical fitness. Working mothers are 14
percent more likely than the average consumer to live in a household with a
digital video recorder.
The group was most likely to download coupons from their mobile devices. They
also tended to seek out local events, the Yellow Pages, movie times, jobs,
music, real estate listings and music.
The majority were light users of traditional television, watching mostly
movies. Around 43 percent watched local morning and evening news.
Scarborough, a joint venture of Arbitron and Nielsen, collected data for the
survey from Feb. 5, 2008 through March 7, 2009. Sample size comprised 220,000
adults.
(Image by Sal Petruzelli)
More on mobile revenues:
March 20, 2009: “Mobile DTV Poised for
Rising Revenue Wave”
Mobile advertising revenues will hit $3.1 billion in 2013, up from $160
million last year, according to research from The Kelsey Group, a division of
BIA. Over the same five-year period, Kelsey predicts revenues generated by
local search advertising will grow from $20 million to $1.3 billion.
February 26, 2009: “Mobile Ad Revenue
Expected to Top $3B by 2013”
U.S. mobile advertising market revenue will grow to $3.1 billion in 2013,
up from $160 million in 2008, representing a growth rate of 81.2 percent,
according to the Kelsey Group, a division of BIA Advisory Services. During the
same period, the firm forecasts mobile local search advertising revenues will
increase from $20 million to $1.3 billion, a growth rate of 130.5 percent.
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