Women Are Increasingly Using Smartphones for Entertainment and Multitasking with Other Media

Marketing to Women: Addressing Women and Women's Sensibilities, October 2012 | Go to article overview

Women Are Increasingly Using Smartphones for Entertainment and Multitasking with Other Media


While there are conflicting statistics regarding the total number of women smartphone owners--Nielsen reports 50% of women own smartphones; Pew Research Center says only 44% own them--there's little question that women, particularly moms, increasingly use their phones as multimedia entertainment devices. More than three in four women who own smartphones (78%) say their time spent viewing mobile content has increased year-over-year, according to mobile video provider VuClip.

TIME WOMEN SPEND CONSUMING TV, PRINT, AND RAKIO, DAILY,2012

< 15 minutes        29%
15-29: 59 minutes   14%
30 minutes-59: 59   14%
1-2 hour            14%
> Two hours         29%

SOURCE: VuClip

Note: Table made from pie chart.

TIME WOMEN SPEND WATCHING MOBILE CONTENT, DAILY,2012

< 15minutes        27%
15-29: 59 minutes  17%
30 minutes-59: 59  18%
1-2 hour           14%
> Two hours        24%

NOTE: Among women who watch mobile content via their smartphones

SOURCE: VuClip

Note: Table made from pie chart.

Mobile Moms

Moms are even more plugged-in than other adults:

* More than nine in 10 moms (95%) own smartphones, according to 360 Public Relations.

* Moms with children age seven or younger are more likely than moms with children age eight or older to own iPhones (57% vs. 49%), says 360 PR.

* Nearly three in four moms have increased their usage of mobile apps (72%) in the past year.

* Moms are 53% more likely than adults in general to use mobile banking applications and 58% more likely to shop via smartphone., according to BabyCenter.

* Moms are 38% more likely than adults in general to own Internet-connected TVs (such as Apple TV), says BabyCenter.

* Moms are 28% more likely to use tablets. Further-more, moms who own Internet-connected TVs spend three more hours per day consuming media than adults who don't have connected TVs, reports Baby-Center.

Four in 10 moms send/read text messages and/or go online using their tablets or smartphones while watching TV. One in four "always" or "often" talk to someone else while watching TV.

WOMEN'S AND MEN'S FAVORITE CONTENT TO WATCH ON MOBILE
PHONES, 2012

                    Women's  Men's favorite  Content women
                   favorite         content    want to see
                    content                        more of

Movies                  93%             93%            68%

Music                   67%             68%            65%

Cute/funny              35%             33%            33%

TV soaps                31%             21%            29%

Sports                  30%             53%            26%

News                    29%             34%            26%

Lifestyle, home         26%             22%            26%

Gossip, celebrity       25%             20%            25%

SOURCE: Vuclip

Note: Table made from bar graph

HOW WOMEN PRIMARILY  USE MOBILE PHONES BEYOND VOICE AND TEXT,2012

Entertainment           61%
On-the-go information    6%
Leisure                  7%
Business                 7%
Communication           18%

SOURCE: VuClip

Note: Table made from pie chart. … 

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Women Are Increasingly Using Smartphones for Entertainment and Multitasking with Other Media
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