According to a new eMarketer report, “The Mobile-Social Mom: Speeding the Trend Toward ‘Mobile First’,” if you want to know who is moving over to mobile social media, look no further than mom. 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.
Moms areon the leading edge of a behavioral shift that has marketers and social networks scrambling. They may soon become the first demographic group who will use the mobile phone or tablet more often than the computer to access social networks.
The change is happening due to a number of factors. Moms are highly likely to own one of these mobile devices. February data from Arbitron and Edison Research found that 61% of total US moms surveyed owned a smartphone in 2012, ahead of the 44% of total consumers who owned one. The percentage of moms who own a smartphone has grown enormously over the past couple of years. As recently as 2009, just 8% of moms had one, according to Arbitron.
Tablet ownership also trends higher for moms compared to the population as a whole. Arbitron and Edison found in their February 2012 study that just over one in five US moms had one, compared to one in six total consumers.
And these mobile devices allow moms to log in more frequently: Arbitron and Edison found that 46% of US social networking moms surveyed visited social networks multiple times per day in 2012, up from 37% in 2011 and 32% in 2010. Mom may not have time for long visits to social networking sites but mobile allows her to snack throughout the day, whenever she has a spare moment.
As moms start to put mobile first for social media, they are changing the rules of the marketing game. It is not enough for companies to simply add mobile to the mix. They must consider moms’ social media usage holistically and plan their marketing accordingly—not only taking account of when and where they use social media, but also how and why.
Businesses that take this approach not only stand a better chance of reaching moms now, but they can prepare themselves for the inevitable usage shift that other demographic groups will make.
Oct 5, 2012 at 11:44am ET by Greg Sterling
Ad network Chitika has just released some new data — you’re seeing it here first — that compares local search volumes on Google, Yahoo and Bing. The study examined both PC and mobile traffic to determine an overall number.
Chitika looked at “millions of online ad impressions seen between September 21st and 27th, 2012.” To ensure it was measuring “local search,” Chitika compared the queries it was seeing from the engines “against its extensive database of local keywords and phrases (e.g. “near me,” “in Boston,” “around St. Louis,” etc.).”
What Chitika found was that 43 percent of the overall query volume coming from Google (mobile and PC) carried a local intent. That compared with 25 percent on Yahoo and Bing.
Roughly two years ago Google reported that 20 percent of PC queries “were related to location.” Since that time Google has put considerable effort into its local and map results, both online and in mobile.
In 2011 Google said that 40 percent of mobile search traffic is local. And last week a Google representative at an event informally said that now 50 percent of mobile search carries a local intent.
Obviously mobile search has raised the overall local percentage reported by Chitika (see postscript below). But these figures argue that local search volumes across engines are now quite massive. Indeed, they represent billions of queries monthly on the PC and mobile web. In addition they’re very high-value queries because local searchers are more likely to covert than others, especially mobile users.
Postscript: I asked Chitika to provide a breakdown of PC vs. mobile search in these findings. Chitika said that nearly three-quarters of Google’s local queries are in fact coming from mobile. It’s the opposite for Bing and Yahoo. However this is logical given that their mobile query volumes are so small compared to their PC volumes and to Google’s mobile search volume.