Australian mothers’ smartphone habits revealed

Australian mothers use their smartphones to enter competitions and read online catalogues more than the average user, but are far less likely to use them for media and entertainment purposes.

A new study on smartphone habits by Roy Morgan Research shows that Mums are 66% more likely to use their phones to enter competitions online and 54% more likely to read online catalogues compared to average smartphone users. Mothers are also more likely to look at health and medical information (49% more likely), participate in online auctions (43% more likely) or play games online (42% more likely).

But the study shows that they are far less likely to use their phones for media/entertainment purposes: they are 47% less likely on average to download podcasts on their smartphones, 32% less likely to stream video and 27% less likely to access news.

Click image to enlarge.

RM smartphone stat

Tim Martin, general manager of media at Roy Morgan Research suggests that despite a growing overall audience in mobile, brands should take a more targeted approach when advertising to this market.

“Digital advertisers need to be aware that this valuable target market may not be as reachable via mobile as growing overall audience numbers suggest, and better targeting would maximise advertising ROI,” Martin says.

Conversely, the study also shows that men with children in the home are using their smartphones for personal entertainment as much as or more than the average user. Dads are 28% more likely than the average smartphone user to access news, 26% more likely to stream radio, 15% more likely to download podcasts, and 3% more likely to stream music in a four week period.

The study surveyed the smartphone habits of almost 2000 Australian women with smartphones and children in the home during January to December 2014.


BY Joshua Clark ON 13 May 2015
  • We looked into mums on mobile and found a number of other reports, both globally and locally, which support and extend on this data from Roy Morgan.

    The IAB released a report earlier this year called “State of Modern Motherhood: Mobile and Media in the Lives of Moms” which concentrates on Millenial Mums and found that smartphone ownership increased since becoming pregnant / giving birth. Smartphone ownership for mums was above 90% within that demographic group.

    Another report was from a UK data insight company called Fan Finders. They found that mums actually prefer to use their smartphone over a tablet or laptop and identified the important finding that mums prefer email communications from brands. Remembering of course that email is increasingly being opened on mobile devices these days.

    Finally there was a report last year from Reborn, now a little dated, but still relevant. Reborn’s data supported Roy Morgan’s more recent findings that mums are interested in using their mobile devices for shopping and research.

    An overview of these reports as well as links are in our post “Mobile Mums Data Tells Strong Mobile Retail Story” over on Haptic Generation.