There’s an abundance of stereotypes in our society — one being that moms and the over-25 generation are not savvy about tech and social media. The latest research says this just isn’t true. Here at LightArrow, we know from our users that moms are among the most advanced users of apps, social media, and other technologies — and they might be the driving force behind the future of innovation for mobile and social media.
This is Not Your Mom’s Smartphone
You might have noticed Samsung’s recent advertising campaign that portrays the iPhone as a smartphone for uncool moms and dads. Furthermore, in an article published by Read Write Web titled, Sorry, Samsung, iPhone Is Not Your Mother’s Smartphone, Rowinski states “But perception is shifting, and now the iPhone is coming to be seen as your mom’s smartphone. At least, that’s what Samsung wants you to believe.” The title of this article implies that moms are ignorant about tech, which discounts the buying power, wants, and needs of tech-savvy moms.
In a very controversial article published in 2012, Why Every Social Media Manager Should Be Under 25, Cathryn Sloan expresses her opinion that you must be under 25 to use social media successfully for business. She indicates, referring to the generation over 25, “The specificity of the ways in which the method [social media] should be used is usually beyond them.” Once again, Sloan spins the stereotype that those over 25 can’t grasp the use of social media properly.
According to a 2010 report from the US Department of Health and Human Services, the most common age to give birth is between the ages of 25–29 with 30–34 being second in the United States. So one must conclude that many women between the ages of 25–34 are moms. So once you become a mom, do you automatically forget how technology works? I think not! Moms are more and more sophisticated — and they leverage the power of the web to make buying decisions, become educated about parenting, manage their busy lives, and to conduct professional and personal business.
Just the Facts, Man!
Let’s discuss the irony of these stereotypes. According to Social Moms Lead the Way to Mobile, moms might soon be the first demographic group to use their mobile devices more often than computers for social media interactions. In addition, “eMarketer estimates that as many as half of all moms with children under 18 in the household will use mobile devices to access social networks in 2012.”
According to Nielson research in March of 2012, 50.9 percent of mobile subscribers of smartphones are women compared to 50.1 percent of men. Also, smartphones are most popular among those between the ages of 25 to 34. Nielsonwire published an infographic titled, The Digital Lives of American Moms, which indicates that 52 percent of bloggers are parents and 1 out of 3 bloggers are moms. This infographic also shows that 50 percent of social interactions of moms are made via mobile, as compared to 37 percent of others.
On the social front, according to The Next Web, “18.3 million Internet users who are moms read blogs at least once a month,” and “77% of mom bloggers will only write about products or brands whose reputations they approve of.” In a different article from Tech News Daily, Moms Rely on Facebook More Than Other Women, “Fifty-six percent of moms considered themselves to be experts at using social networks compared with 36 percent of other women.”
Clearly, moms are blogging about the things that matter, and their peers are taking notice. Moms are using social media on their mobile devices, and adopting this method more quickly than other demographics. The lesson here is moms are more tech savvy than ever before. They’re quickly adopting new technologies, multi-tasking, and using their mobile devices while on the go. So the next time you read, “this is not your mom’s smartphone,” keep in mind that this might not be a good thing — as the saying goes, “mother knows best.”