14 DAY TRIAL // Research from Greystripe shows that moms love iPhone apps, and are downloading these in various categories from games to productivity. The mobile advertising company has issued a PDF report answering questions like who is the iPhone Mom, how does she use her iPhone, and what types of apps does she download.
“During the third quarter of 2009, Greystripe did an in-depth exploration of our iPhone users, focusing again on the ‘iPhone Mom’,” reads the report’s introduction. “In the past, this has not been a group that advertisers could readily reach through mobile applications as they tended to be late adopters. However, the iPhone has greatly altered the mobile application user demographic and many new demographics can be reached through in-application mobile advertising. For example, the iPhone Mom is now a common and active mobile application user. This demographic is particularly interesting to advertisers as iPhone Moms are the dominant purchasing decision makers for households with several consumers. This report looks at both the demographics of the iPhone Mom and how she uses her iPhone for day to day tasks like shopping.”
According to Greystripe, 86% of iPhone Moms are between 25 and 54, while 71% of iPhone Moms have household incomes between $32,000 and $165,000. iPhone Moms are 7% more likely to be African American than the rest of the iPhone user base, but 5% less likely to be Hispanic, and have children of all ages, the advertising company showed. On the topic of education, 80% of iPhone Moms have attended at least some college with 4% more receiving a Graduate degree than the rest of the iPhone user base. Almost all iPhone moms (96%) are involved in their household purchasing decisions, with 40% being the sole decision maker, claims Greystripe.
So, how does iPhone Mom use her Apple device. Well, according to the same study, 59% of iPhone moms will let their kids use their phone, while 79% use the phone for shopping related activities, including 60% who use their iPhone to locate the nearest store.
Does she use her phone at the grocery store? By all means, yes. Around 42% of iPhone Moms use their phone to keep track of the grocery shopping list. Last, but not least, iPhone Mom downloads many types of apps, but games and entertainment apps are the most popular with 94% downloading apps in this genre, said Greystripe. Download the full report here.