Working moms a prime target for mobile marketing

Working mothers spend 21 percent more on their monthly wireless bills compared to the average U.S. mobile subscriber according to a new study released by consumer insight firm Scarborough Research, which contends the mom demographic is particularly ripe for mobile marketing efforts. Working mothers--defined as full-time employees with one or more children in their household--make up about 11 percent of all mobile subscribers and spend $94 on wireless services per month, compared to the national average of $78; in addition, they are 42 percent more likely to download content to their phone. Scarborough speculates that the time working moms spend in their cars is a major contributing factor to their mobile usage--they are 9 percent more likely than the average adult to have driven more than 1,000 miles during the past month.

"The working mother is the gatekeeper for purchases related to clothing, feeding and making a home for her family," said Scarborough senior vice president of agency services Howard Goldberg in a prepared statement. "Her high spending on cellular services together with her propensity to download content via her cell phone imply that mobile marketing could be an important platform for reaching her with product announcements, offers and other promotions."

For more on the Scarborough study:
- read this release

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