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Does motherhood sell smartphones?

This might be a late contender for weirdest "mobile usage" news item of the year: A new study, put together by an online resource called BabyCenter, claims that there's a tie between women becoming mothers and women buying smartphones. 53% of moms surveyed by the site reported that they bought smartphones (including the iPhone) as a direct result of becoming a mother. Moms are 18% more likely to have a smartphone than "the general population."

Why is that? Mothers apparently change their app habits when they have kids as well: Before having kids, women report that their most-used apps are contacts, text messaging, and email services. After having kids? It's the camera for photos and videos, and apps for storing and tracking information.

Definitely include a grain of salt with this one -- 53% is a majority, but it isn't a huge margin, and it's unlikely that an online site called BabyCenter really reaches a representative sample of mothers everywhere. Still, there's something here, I think, even if it's only that smartphones and the iPhone are finding new audiences everywhere, far away from the traditional boardroom and male-oriented golf course.

[via TheMarySue]



This might be a late contender for weirdest "mobile usage" news item of the year: A new study, put together by an online resource...
 

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Kevin S

Babycenter is a pretty major resource for new and expectant parents. It's the first place we go for info about various things, and the weekly email we get is informative and remarkably good at timing information for exactly when we need it.

The smartphone thing is perfectly understandable. I bought my wife an iPod touch before our son was born and she has used it very very well. it's something to do during middle-of-night feedings, we have an app that tracks everything from diapers to major milestones and syncs with my iPhone so we can both enter stuff. There was that horrific cough in the middle of the night that we researched on the iPod and matched on Youtube, so we could gauge the need to go to emerg. And of course there's the matter of communication; if you run into baby sleep trouble, being able to converse by text can mean the difference between a barely sleeping baby and a crying baby.

Sure, we could have used a laptop for a lot of that stuff but who wants to boot up their lappy in the middle of the night? The iPod has been such a useful device that if we wish we could tell expectant parents to unregister for half the junk on their baby register and ask for Apple gift cards instead to cover an iPod touch or iPhone.

We initially considered an iPad but determined that back-pocket convenience was more important.

November 16 2011 at 2:43 PM Report abuse rate up rate down Reply
darbronnoco420

Just a sign of the times. Expecting mothers as also most likely married and in a duel income household making it more likely that they can afford a smart phone. That and have you been to a phone store lately? Try finding a non smart phone anymore. Not many choices. Even some of the "basic" phone are Android.

November 16 2011 at 1:29 PM Report abuse rate up rate down Reply
Michelle

I was born in the early 70's and I became a mom before the iPhone came out. I didn't buy it right away, but got it a few years later and after the novetly wore off I found that I use it primarily for personal/family productivity. The calendar is ESSSENTIAL for family life. We use Google Calendar but icalendar would work just as well. The fact that it is synced and my husband and I can view and add things on the fly as our schedules change or kids events are added is huge. I was watching my son's baseball game this summer and when we were told of an upcoming game change I was able to change it on the calendar right there.

November 16 2011 at 12:25 PM Report abuse rate up rate down Reply
Billy Mabray

My wife and I got iPhone 3Gs a few months before our first child was born. It was great for her — it allowed her to do much of her day-to-day online activities (communicating, blogging, running a couple of websites) while taking care of our son. Now we're expecting our second and I think the combination of iPhone and iPad is going to be even better.

November 16 2011 at 11:09 AM Report abuse rate up rate down Reply
Tommy Grant

My wife is expecting, in about one month. She demanded a smartphone, specifically an iPhone. She got my 4, I got a 4S. We are not alternating every year on 2 year contracts, which means I get a new iPhone every year. Tommy likey.

November 16 2011 at 7:22 AM Report abuse rate up rate down Reply
Daniel

I wouldn't be so quick to dismiss the source of the study. Babycenter is one of the top websites for new and expectant parents (mostly mothers). The article isn't clear on how the research was conducted, but considering their money comes from successful marketing to their readers, I wouldn't be surprised if they went about the research in the right way.

November 15 2011 at 9:44 PM Report abuse rate up rate down Reply
leewan17

This is a new generation of women that grew up with technology as well, my brothers girlfriend, born in the early 70s is technologically clueless, my girlfriend born in the 1980's? Was introduced to the blackberry before the iPhone in college

November 15 2011 at 7:32 PM Report abuse rate up rate down Reply
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