US mums utilising ecommerce during the day, claims survey

Mothers in the US are increasingly using smartphones and tablets to make purchases over the internet, according to a report by mobile ad network Mojiva.

Reported by, mobile usage from these so-called ‘connected’ mothers has increased by 40 per cent since 2009. Furthermore, the figures also suggest that 62 per cent of the group uses shopping apps to research brands and make purchases.

As a result, the ecommerce and online payment industry is exploding in the US mums’ market, especially as the data highlights these mums spend an average of 6.1 hours per day on their mobile devices – more than the amount of time spent in front of the TV, reading a magazine or a newspaper.

In terms of demographics, 60 per cent of these mums are between 25 and 44 years old, while 40 per cent have a university degree.

Furthermore, according to, around 31 per cent of 1,500-tablet owning mothers surveyed in the US logged more than 10 hours usage a week on a tablet while, crucially, 97 per cent made a purchase using their tablet in the last month.

Overall, mobile mummies represent a potential goldmine for advertisers as their collective annual buying power was estimated to be around $2.4 trillion in 2011.


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