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‘Busier than ever’ mums rely on smartphones to research purchases

Friday, April 17th 2015 by Ellen Branagh

UK mums use their smartphones more than any other device to look into brands and products, new research has revealed.

A survey by data insight consultancy FanFinders found that when it came to researching a brand or product, 68% of mums preferred to use their smartphone.

This compared to 20% who would use a tablet, while 10% said they would use a laptop, 2% a desktop PC and less than 0.5% a smart TV.

The results come from a survey of 11,574 mothers in the UK about marketing to mums.

FanFinders director Nick Hadfield said: “Today’s mum is still the biggest decision maker in UK households but she wants to engage with brands on social media and receive emails to her smart phone.

“Today’s mum wants up to the minute information, which she can digest at her leisure – not in the ad break during Coronation Street.”

The survey also found that email, social media, and apps – many used by people on their mobile devices – were popular choices for mums to receive promotional messages.

Some 67% chose email, with 12% choosing social media, and 5% preferring promotions via apps. 16% said they preferred to receive promotions messages via TV.

Mr Hadfield added: “There has been a lot of suggestion this year that marketers need to reach mums on an emotional level, and not portray motherly jobs as ‘chores’.

"Although we would agree with this generally, there has been too much emphasis on messaging and not nearly enough on the appropriate channels.

'Discounts and information'

“Today’s mum is busier than ever and although she would appreciate brands relating to her on a personal level, we know she wants discounts and information emailed to her to rather than a television advert capturing the ‘essence’ of her motherhood in 25 seconds.”

The statistics come as market research company eMarketer predicted that UK adults will spend an estimated time of 2 hours 26 minutes per day on mobile devices in 2015 – up 27 minutes from 2014 and an almost fivefold increase from 2011.

The figure means that this year, and for the first time ever, the amount of time UK adults spend daily with mobile devices will surpass the amount of time spent online via desktop and laptop computers.

Bill Fisher, analyst at eMarketer, said: "UK adults aren't moving their media consumption habits to digital platforms at the expense of traditional ones; rather, they are adding it to their overall media day.

“This also holds true for platforms like social media, with time spent via mobile adding to time spent via laptops and desktops.”

The firm also estimates that UK adults will spend an average of 9 hours 34 minutes each day with major media in 2015 – up from 9 hours 7 minutes in 2014.

Smartphones account for the largest share of time spent on mobile devices, and in 2015 will make up 15.8% of UK adults’ total daily media time, or 1 hour 31 minutes, eMarketer said.

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