Study: Mobile Ads Get Attention from Millennial Moms

If you’re wondering if mobile ads really work, consider a new study released last week by Johnson & Johnson BabyCenter and the Interactive Advertising Bureau’s Mobile Marketing Center of Excellence. The study revealed online advertising insights into young moms between the ages of 18 to 32 years old in the U.S., Brazil, Canada, China, and the United Kingdom.

Millennial moms from four different countries (U.S., United Kingdom, Canada, and Brazil) participated in the study, according to Adweek. It was found that millennial moms favor ads that feature a money-saving incentive, deal, or sale compared to a promo ads mentioning an age or life state. Meanwhile, moms in China preferred both types of ads.

These moms that participated in this study were also shown different types of creative ad content. Content that included images of babies were most likely to grab their attention; followed by images of families and mothers holding their babies. The results can be seen in the image below:

Screen Shot 2015-02-17 at 10.34.44 AM
Credit: Johnson & Johnson BabyCenter/Adweek

The study also featured data on how millennial moms look at native advertising. Native advertising is advertising content that blends in with the online content around it. “Twenty percent of U.S. moms trusted native ads, while only 15% of Canadian moms said the same.” Thirty-six percent of Brazilian moms said they trusted sponsored content. A native ad that features high-quality content such as an educational guide or video was perceived positively among the moms, especially for Brazilian and American moms.

76% Brazilian moms
54% American
50% Canadian
67% Chinese
53% United Kingdom

Interesting Stats Found From the Study on Millennial Moms’ Changing Media Habits:

  • U.S. millennial moms spend an average of 2.8 hours a day on a smartphone or tablet (higher than the 2.3 hours spent watching TV).
  • More moms rely on their smartphones or tablets to browse the Internet; American women spend 1.7 hours a day on desktop, down from 2.1 hours in 2013.
  • 81% of U.S. moms admitted to shopping on a mobile device, followed by 79% of Chinese moms, 73% of Canadian moms, 55% Brazilian moms, and 63% of U.K. moms.
  • While shopping on a smartphone, 62% of American moms search and download mobile coupons while 51% look for better prices.

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