Young parents are major mobile device users
Posted on Jun 27, 2013 by YuMe
As more smartphone and tablet models hit the market, these devices are growing increasingly affordable for a larger demographic. Among major consumer groups adopting mobile technology at a rapid rate are new parents.
According to new findings from research2guidance, roughly 14 million parents of children ages 0 to 3 own at least one mobile gadget, suggesting device penetration is at 86 percent among this target group. That rate is expected to exceed 100 percent by 2015, suggesting mobile video advertising will remain a strong choice for brands aimed at reaching new parents.
These consumers are major users of parental smartphone and tablet apps, research2guidance stated. These apps represent a major opportunity for companies, as they're used frequently throughout the day, offer high brand awareness and relevance and are often shared with new consumers through social outlets and word-of-mouth communication.
According to research firm, there are nearly 4,700 parental mobile apps available to device owners, and that number is forecasted to reach 9,500 by 2015, when such apps reach 124 million downloads.
While research2guidance's findings focus on the lucrative market for app developers, they also shed light on the important role new parents and small children play in overall mobile media consumption.
In a world where consumers are constantly seeking digital content, kids' shows and games represent a major portion of the media that people engage with on a daily basis. In early June, Amazon, striving to develop a following similar to that of Netflix, announced a major deal with Viacom top rated children's shows like "SpongeBob Square Pants" and "Dora the Explorer."
As the digital and mobile streaming landscape places a high value on parents of young children as a target audience, brands and advertisers can effectively reach these consumers with Internet video advertising and video ads on mobile.