Moms love mobile ads more than you do [Report]
It has become somewhat of a cliche to say that the future of the internet is mobile. And even though smartphone users say that mobile ads are generally annoying, revenues from the medium continue to grow.
19% of mobile marketers are looking to increase their mobile ad spending by 50% or more in the next two years, even though they are facing challenges in building campaigns across operating systems and addressing privacy concerns. But despite these challenges, mobile advertisements are still one of the strongest ways to monetize mobile content.
Analysts say that mobile ad spend is growing seven times faster than desktop internet spend, with mobile ads growing by 77% in 2013, and expected to grow 56% in 2014 and 48% in 2015, driven by the rapid adoption of smartphones and tablets. Facebook has recognized this potential and recently expanded its mobile ads funtions allowing developers to purchase ads to encourage users to say return to an app they have previously downloaded for example.
One demographic that is showing particular enthusiasm towards mobile ads is mothers.
It certainly helps that smartphone adoption among moms has risen 64% over the past two years, according to the BabyCenter’s 21 Century Mobile Mom Report, which polled 5,000 U.S. moms. But there are other factors as well; 51% of those polled say they're addicted to their smartphones, and nearly half (46%) have taken action after seeing an ad on their smartphone.
“The mobile isn’t just a media channel, it’s her constant companion that makes juggling easier. It makes her feel like a better mom,” said Tina Sharkey, Chairman and Global President of BabyCenter.
So what kinds of mobile ads are moms clicking on? Coupons, local deals, and bar code scanning are the top three most appealing features of mobile ads. “The fact that mobile is mainstream for moms, and is always on, creates infinite possibilities for today’s marketers. The mobile media inflection point is now. Marketers need to understand this to build deeper and more meaningful connections with Mom,” said Michael Fogarty, Global Publisher at BabyCenter.
Those marketing to moms might also want to consider what smartphone feature they're using the most: the camera. A full 78% say the camera is a smartphone's most important feature, while 167% say the video camera is critical, likely for taking footage of their children, accorrding to their press release.
When it comes to content, health information is important; 33% of mothers say they've used their smartphones to track family health, and research health conditions and wellness tips in the past month.
Shopping is also very popular; 68% of moms use their smartphone while shopping and nearly half claim the most convenient time to receive information about a product is when they are in the store. 62% of moms use shopping apps to research or compare prices.
Those hoping to target moms might also want to address them via SMS; with busy schedules, mothers are 284% more likely than the average adult to SMS their friends rather than call them.
Many platforms in the region targeting moms with lifestyle and health content like Supermama, WebTeb, and Mumzworld realize that mothers are avid consumers who research products a lot and sometimes stay on one website for over one hour. Health portal WebTeb has even noted a large spike in interest in their pregnancy section and new lifestyle content. But none of these portals have gone mobile as of yet. Perhaps these stats will reveal the opportunity for them in going mobile.
Mom's are certainly hungry for this content, it's just a matter of meeting them where they are most accessible, and smartphones seems to be the right choice now.