Mobile Moms: The Truth About Apps

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Hemispheres Confidential

Mobile Moms

The Truth About Apps

PSRF/MRA ConferenceKeeping It Real in the Real-Time World

April 11, 2013

Research DataWorks, Inc.


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Are apps fulfilling their promise for moms?

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Our Question

(The promise of making life easier, that is)


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Not

Mobile12%

Mobile88%

Moms in the US

Who are Mobile Moms?

Women 18-54

Children under 18 at home

Own and use a smart phone,cell phone, and/or tablet.

3Source: Hemispheres Mobile Moms Survey, July 2012

About 33 million Moms in the US

today fit our definition


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2009: Tech Trifecta

Remember this? As recently as 2009, moms tech life was defined by a cell

phone, digital camera and laptop.

4IMAGESOURCE: GETTYIMAGES.COM


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2012: 4x More Moms with Smartphones

2012: 57%2009: 14%

Source: Hemispheres Moms and Technology Survey, July 2009; Mobile Moms Survey, July 2012


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2013: Smartphone Singularity

Laptops are still important but smartphones are dominant and moms are

using them to do what used to take multiple devices.

6IMAGESOURCE: GETTYIMAGES.COM


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What Mobile Means

Although true for everyone, its especially important to Moms that mobile

means convenient, free, immediate and always easy to reach.

The accessibility of mobile (both being reachable anywhere and being ableto reach out from anywhere) has reduced the stress on moms of managingmultiple family responsibilities.

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Mobile means not being wired toone spot. It means that I can dowhat I need to be done, no mattermy location!

Mobile to me means beingable to relax where ever Iwant in the house and nothave to sit at a desk.

Mobile means "easy."


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Smartphones = A Lot More Done on the Go

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52%

28%

18%

9% 8% 8%3%

86%

69%

58% 62% 68%

54%67%

Using a Mobile Device for

2009 2012

Source: Hemispheres Moms and Technology Survey, July 2009; Mobile Moms Survey, July 2012


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Tablets Are for Content

27% of Mobile Moms

own a tablet

Tablets are considered small laptops, rather than a bigger phones.

This means tablets are used less for communication band more for contentcreation and consumption. Tablets are not connected as phones.

.


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What Mobile Means

Yet for all the talk of convenience and ease, moms have something of a

love/hate relationship with their mobile devices, as they try to find anappropriate balance between technology demands and personal interactions

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have what I need at my fingertips all the things I can do

stay in touch with family and friends,no matter where I am

so dependent on it reach me anytime anywhere

time away from family andfriends


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What Mobile Means

In addition, dependence on mobile devices carries with it the fear of life

without them.


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The World of Apps

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The World of Apps

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Apps that


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Bad App!!

Characteristics of apps that moms hate include:

Dont run reliably

Drain battery life

Arent up front about costs to play

Require frequent updates

Are complicated and difficult to learn how to use

Apps that are not user friendly make mylife more difficult because I am wastingmy time trying to figure them out.

The Pandora app totally disappointed mebecause it takes up too much space.


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Infotainment? Entermation?

Moms strike a balance in app use between entertainment and information.

More often than not, an entertainment app download is accompanied (orfollowed closely) by a more utilitarian app.

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A Day in the Life of Moms Apps


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A Day without Apps

Without Apps, moms days are more stressful because of the need to rely on

wired, not-as-mobile things like laptops and phone calls.

Word cloud from comments about what it was like to be without apps for a day. 17


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App Search

Current app search processes are mostly satisfactory, although the sheer

volume of apps can be overwhelming.

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It was easy to find aweather app, as there

are over 4000! But with4000 apps, its hard tochoose

Weeding through all the

crappy ones to find alegit app [is] the mosttime consuming part.


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Choosing Apps

Because of the volume of search results, moms are often looking for

recognizable brands when choosing apps.

Moms will also choose apps based on reviews and recommendations fromfriends.

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I usually download apps after reading aboutthem in magazines or hearing about themfrom other moms.


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Free vs. Paid

Moms mostly try to use free apps. They will upgrade to paid apps if they

enjoy an app and want additional content; not surprisingly, however,performance expectations are much higher for paid apps.

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I think I will really have toneed that specific app to payfor it since there are so manyfree ones that might servethe same purpose.

Occasionally I will pay $.99to $1.99 for a game if I ormy son really liked it andyou can pay for a completeversion of the game.


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Managing Apps

App overload happens often and moms would like better systems forcategorizing, sorting and finding apps.

Bookmarks and shortcuts that mimic a browser experience for favoriteswould be a welcome improvement.

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I have so many apps that it wouldbe great if they were categorizedby topics.


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Managing Apps

One current way tomanage apps:allocating screen spacebased on frequency ofuse (i.e., most-used

apps on the homescreen)

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Managing Apps

Another way tomanage apps:creating folders

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Managing Apps

A typical behavior: a little bit ofeverything (folders, most used)and a grudging default to approulette scrolling through pagesevery time.

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The perfect app would ______________ .


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The Perfect App: Extend the Boundaries of Communication

Moms hope for apps that can extend communications, such as Skyping with

a doctor instead of having to take a child to the office.

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The Perfect App: Automate My World

Moms also want apps that automate life more, saving time and allowing

household management to happen from anywhere.

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The Perfect App would seamlessly integrate multiple current capabilities: not

just help with meal planning, but plan meals, download coupons, create agrocery list and put in a delivery order all from the same place.

The Perfect App: Merge Functionality


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The Perfect App: Blue Sky Ideas


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The Perfect App: Helping with the Most Stressful Things

Thinking more fantastically, moms would like apps that navigate the car

through traffic

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Or stop the kids from arguing in theback seat.


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The Perfect App: On the Horizon?

Of course, these apps may not be as far off as we think

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The Really, REALLY Perfect App

Finally, the truly Perfect App would provide Rosie, right from your screen, to

cook, clean, put away the dishes and the laundry, mop the floors, wash thedog

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We look forward to continuing the conversation

Lynn [email protected]

Lynn [email protected]

4703 Ballard Ave NWSeattle, WA 98107

Phone: 206.706.7618

www.hemispheresinsights.com

Mobile Moms: The Truth About Apps

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