About 721,000 moms ages 25-44 own an iPhone, according to M:Metrics. But apparently, they’re not using it to check out ads. According to mobile marketing shop Brand In Hand, and based on trials as well as the company’s experience in more than 60 mobile campaigns over the past two years, women 19-49 consistently performed the worst on measures of mobile web advertising engagement.
An article on the subject appeared in last week’s AdAge.com. According to Brand in Hand’s co-founder and managing partner, John Hadl, “female iPhone users, especially so called super moms, are task-oriented and tend to use their smartphones to help them get things done, leaving them little time for brand interaction.”
Further, “They’re also likely to be using an app…When she is in an app doing a task, she is less likely to stop what she is doing and do something else.”
Moms, how many of you have smartphones, and how do you use them? Do you pay attention to ads? Why or why not? What apps do you favor?
Marketers, what has been your experience reaching moms via smartphones?
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