There is an “app” (application) for virtually everything these days! If you need it, chances are it’s been created or is being created. There are plenty of bloggers, review sites, articles, and magazines telling us about the “must-have” apps of the year, especially for moms.
At Mom Central Consulting we wanted to get in on this conversation but from a uniquely Canadian perspective. In June 2012 we surveyed 760 Canadian Digital Moms, all smartphone users, to learn about what’s “app”ealing to them.
APP-EALING TO MOMS: KEY INSIGHTS
Just like everyone else, moms have embraced apps. Moms have definitely jumped on the apps bandwagon. Very few moms haven’t downloaded an app. The majority of moms have over 10 apps and some have upwards of fifty!
Moms are cautious about branded apps. When it comes to branded apps, moms are hesitant to download an app if they don’t have previous experience with that brand. An app can enhance brand loyalty but it’s not as effective at attracting new customers.
Brands need to better promote the way their app can be useful to Mom. Even though moms are downloading apps, they aren’t fully taking advantage of apps that can help with practical tasks like shopping, couponing, budgeting or cooking.
Connected, informed and entertained. Keep these three words in mind if you want to appeal to Mom. Her most regularly used apps are the ones that help her to keep in touch with friends and family, keep her informed about things that will help with her day, and keep her entertained.
Moms are practical and this factors into their decisions on what to download. They need to see the inherent usefulness of the app or they won’t download it. There are other factors that influence her decision but usefulness trumps all others.
You have to show Mom the value in an app before she`ll download it. In fact, many moms will only download free apps. And for those who will pay, the majority say $3.00 is the maximum.
Keeping kids happy. Mom doesn’t just think about herself when she downloads apps. In fact, most moms have a pretty substantial inventory of apps for their kids. If you want kids to love an app, you have to convince Mom first.
Moms are talking about apps. Moms are finding out about apps from many different sources but their biggest source is friends and family. Word-of-mouth is huge!
Moms are talking about apps. Moms are finding out about apps from many different sources but their biggest source is friends and family. Word-of-mouth is huge!
MOMS ARE QUICKLY BECOMING SMARTPHONE LOVERS AND SLOWLY BECOMING APP ENTHUSIASTS.
But the fact that moms didn’t buy the smartphone for the apps doesn’t mean they don’t love them. In fact many moms are increasingly relying on apps for almost everything. If it’s going to make life easier, more manageable and more fun, then bring it on!The number of moms who use smartphones is on the rise. A 2012 study by Baby Centre Canada estimates that 58% of Canadian moms own or use a smartphone on a monthly basis. The smartphone is quickly becoming a “must-have” for moms. It’s a tool that keeps them connected, engaged, organized and even entertained. For many moms, the smartphone has become an extension of their right hand.
What is so appealing about having a smartphone? From the ability to talk, message, jump online, take notes, stay connected, to all those apps, it’s an all in one tool. Plus it’s easy to carry. And moms have definitely taken notice of all that a smartphone offers. The two most popular reasons for getting a smartphone among Canadian moms are because of its functionality and its ability to help Mom stay connected to family and friends.
- 35% say their main motivation for getting a smartphone is its functionality
- 25% say it’s staying connected to friends and family
- Apps are an afterthought. Few moms say it’s the main reason they got their smartphone.
- Only 9% say that apps are their main motivation for getting a smartphone.
“I love smartphone apps! I think I have one for every part of my day — check the weather forecast in the morning, traffic on my way to work, “check in” when I get to work, facebook and twitter throughout the day, … and so much more :)”- Wendy Silva, Canadian Blogger
www.mapsgirl.ca
Moms have embraced apps and they are downloading apps in record numbers.
- Almost 70% of moms have downloaded more than 10 apps to their smartphone! And over 20% of them have downloaded more than 30 apps.
In the app world, a lot of apps gain their popularity and following through word-of-mouth. The primary way that moms are learning about what apps are available is from friends and family. These recommendations are critical to helping moms decide if an app is worth their time. They rely less on paid media sources and more on the people they know.
- 59% of moms primarily hear about apps through friends and family
- 46% learn about them through the mobile apps store
- 34% hear about them through social networks
APP-EALING TO MOMS:
PRACTICAL SIDE
Mom has a multitude of responsibilities and a to-do list that goes on for miles (and months). This doesn’t mean that it’s all work and no play, it just means that the demands placed on Mom are considerable. This definitely factors into how she decides what to download and why.We hear it time and again: consumers are looking for apps that are useful. And for moms this is especially true. We asked moms what they think is most important when downloading an app. Moms gave us a range of different answers but by far the most popular is that the app is useful. Other factors like its price, or its consumer ratings, rank considerably lower.
- 53% of moms say the most important factor when downloading an app is that it’s useful or helpful
- 12% say price is the most important factor
- 9% say it has to be entertaining and another 9% say it has to receive strong customer ratings
Showing Mom how the app is useful to her will definitely influence her decision to use it. However, moms still consider, and enjoy, apps that are there for sheer entertainment. But to capture her attention, the app typically needs to appeal to her practical senses.
“While the purpose of some apps is certainly to kill time standing in line at the grocery store or waiting at the doctor’s office, the apps I love the most are designed in some way to make my life easier, and those are the ones I appreciate having constant access to.”- Amy Urquhart, Canadian Blogger
www.heartintohome.com
APP-EALING TO MOMS:
SENSE OF RESPONSIBILITY
The old adage, “you get what you pay for”, does not apply in the app world. Arguably, some of the best and most popular apps are free.
Moms have found a surplus of apps that are both useful and free. Moms will pay for apps but they have their set limits. For the vast majority $3.00 is the maximum they would spend.
Moms have found a surplus of apps that are both useful and free. Moms will pay for apps but they have their set limits. For the vast majority $3.00 is the maximum they would spend.
- Only 6% of moms we spoke with said they would spend more than $3.00 on an app
- Just over a third of moms say they ONLY download free apps
- 78% of moms say that more than half of their apps are free
The longer Mom has had a smartphone the more likely she is to pay for apps. For the new user, it can often be difficult to see the value in an app at first glance. Creating an app that has a basic free version and a more enhanced version for a charge is an effective and popular way to get consumers to buy the app. Giving Mom the chance to see for herself how useful the app is will definitely help to get her on board.
APP-EALING TO MOMS:
BY HELPING HER STAY CONNECTED & INFORMED
Moms love to be connected to their friends and family. It’s a fast and easy way to check in with others when time is limited. This is why social networking sites have become such an integral part of her life. So, it’s not surprising to find that the most commonly used apps in Mom’s inventory are ones that keep her connected, informed and entertained.
The top five categories of apps that are regularly used by moms are social networking, weather, messaging/communications, gaming and maps.
- 78% say they regularly use social networking apps
- 72% regularly use weather apps
- 58% regularly use communication/messaging apps
- 48% regularly use gaming apps
- 46% regularly use maps
- 45% say they regularly use photo or video sharing apps
SOCIAL NETWORKING APPS DOMINATE
We know that not all moms are alike. They have a wide ranging and eclectic taste in apps. When we asked Canadian moms what their favourite app is, we got a variety of different answers. But there were some very notable similarities.
Social networking apps are by far the most popular apps. In fact, 81% of Canadian moms cited a social networking app among their top two favourites. Considerably fewer moms cited Angry Birds which was the 4th most popular and Google Earth rounded out the top five.
The top five Apps that were mentioned were:
Moms are making their favourite apps part of their daily lives. Whether it’s something that is critical to help her with her day or just a way to check in with friends and family, 73% use their favourite app at least once a day. And an additional 14% a few times a week.
APPS FOR KIDS ARE A FACTOR
We can’t overlook the fact that moms aren’t just downloading apps for themselves. They’re also downloading apps for their kids. Thousands of apps have been developed for kids of all ages, from educational apps, to games to apps that will keep your child engaged or potentially help to distract them from a major meltdown. Moms are clearly seeing the value in them for kids as well.
- 34% of moms regularly use kid-focused apps
- Almost half of moms say that over one quarter of
their apps are downloaded for their kids
“… An app that can entertain a sick child in a doctor’s office is worth its weight in gold.”- Julia Warrender, Canadian Blogger
www.lifewithaparasite.com
ASSISTANT APPS ARE GAINING POPULARITY
We know that moms are looking for useful and helpful apps. And while moms are using apps for a range of practical things there is definitely an opportunity for brands to better promote their apps so that moms use them more.
- 58% of moms use apps for discounts, deals and coupons at least some of the time (30% of them are using them often or always)
- 57% use cooking and recipes at least some of the time (26% are often or always using them)
When it comes to things like shopping or budgeting, fewer moms are taking advantage of apps.
- 20% of moms often or always take advantage of shopping apps but more than half of moms rarely or never do.
- 62% of moms rarely or never use an app for budgeting.
There is a definite interest in using practical apps that help keep life organized. But these apps haven’t resonated with moms the way the other categories of apps have (like social networking, weather or entertainment apps). As more moms see the tangible value of these apps, they are far more likely to utilize them. Promoting the direct value of these apps is a great way to get more moms introduced and engaged in them.
BRANDED APPS
A well-designed app has the power to generate buzz about your brand and keep your consumers loyal. So, it’s important to get it right.
Moms have definitely taken notice of branded apps. And they have very specific feelings about what they think about them.
On principle, Canadian moms have no problem with branded apps. In fact the large majority say they are at least somewhat likely to download one. But they are fairly hesitant to download an app if they have no previous experience with a brand.
- 78% of moms are at least somewhat likely to download a branded app. Of these, 49% are likely or extremely likely to download one.
- Only 14% say they would download an app from a brand if they have no prior experience with it.
However, branded apps aren’t getting the uptake with Canadian moms that one would expect. Of those moms we surveyed the vast majority say that less than half of their apps are branded.
- 86% say that less than half of their apps are from brands they have had a past experience with
- 66% say fewer than 30% of their apps are from brands they have had a past experience with
Clearly, moms aren’t seeing the inherent value in many of the branded apps. When a brand makes an app that isn’t useful, it can negatively affect the brand’s perception. If your app doesn’t do or offer anything, there’s a slim chance that moms will download it.
WHAT DOES THIS ALL MEAN?
FURTHER CONSIDERATIONS:
With so many moms now using smartphones, it’s not at all surprising that they are discovering so many new apps. But, not all apps are being created with Mom in mind. It’s important for brands to consider just how far reaching Mom’s relationship with apps can be. Keep in mind, moms talk about apps. Since they’re hearing about apps through WOM you want Mom to love your app so she’ll talk about it with her friends, family, colleagues and her social network. Given the plethora of apps available for download, it’s also important to ensure you have a targeted approach to getting the word out about your app.
Remember who Mom is. She’s a busy woman, with a lot on her plate. What she needs and craves are apps that are useful to her. She needs to quickly and easily see the inherent value in an app before she’ll use it regularly. Ultimately, your branded app is likely to gain more traction with the mom crowd if it solves an issue in her life. Ensure that you identify this need first and then develop the app with it in mind.
There is definitely a segment of moms out there who are app enthusiasts. They are quick to learn about new apps, download them and use them. But there are many more moms who take a more passive approach to apps. Even though they may be slower to try new apps, eventually they will follow suit.
Brands need to remember that an app is another marketing footprint that has far reaching brand implications. Take the time and effort to understand your primary and tertiary targets before you embark on the app journey.
For more information about this study, please contact:
