The Mobile Life of Moms: Using Pinterest to Get New Insights

The Mobile Life of Moms study is based on a scan of available research data and a digital ethnography study conducted with 25 participants recruited via GigCoin. We focused on early adopter moms (ex. social influencers, bloggers who are smartphone power users). The study used the participating bloggers online footprint, a short survey and a Pinterest collage exercise to better understand how and why moms are using mobile phones. Here are some of the key findings:   Moms are highly mobile, early adopters of smartphone features and heavy users of apps A scan of secondary research on moms and mobile phones shows that moms are highly mobile, early adopters of smartphone features and heavy users of apps: 61% of moms own a smartphone* Moms are more active users of Texting 86%, Social Media 53%, Mobile Banking 30% and Mobile Shopping 23% than the general population** Moms have an average of 13 apps loaded on their phones.***     75% said they would feel “anxious”, “lost” and “cut-off” without their phones.  Without their phones moms would be unable to keep track of their kids, stay connected with husbands, check-in with friends, get where they need to go and access the info they need. Phones serve as alarm clocks, fitness diaries, coupon clippers, calendar and “me time”.  Most of all their phone make moms feel safe and in charge of life. http://pinterest.com/CookiesandClogs, @CookiesandClogs “I was once without my phone for two hours – I didn’t know what time it was, forgot the date, couldn’t check e-mail, didn’t know if my husband texted me, couldn’t use it to track my daughter, etc. I would miss not being connected...

Brands + Pinterest Infographic: Why Brands Should Show Pinterest Some Love

Pinterest is growing fast with new numbers from a Compete study showing close to 20 million users. But what is really getting the attention of marketers is the purchase intent of users (who are 2x more likely to purchase than Facebook users) and referral traffic that is higher than Twitter (1.19% versus .92%). To better understand Pinterest, we conducted a check-in with 50 members of our GigCoin Influencer Community.  Given the demographics of Pinterest (82% women) and it’s ranking as one of top sites for moms, we selected mostly mom bloggers (47 out of the 50 influencers) who are active users of Pinterest (70% visiting daily). A major focus of the study was brands impact on Pinterest. Influencers weighed-in on which brands stood out and top tips for brands on Pinterest. Overall, we were surprised that Pinterest is still not very commercial. Brands have started to set-up shop but for now it’s dominated by individuals. Even some of the larger brands on Pinterest like Real Simple with 138K followers are only at a fraction of followers of some of the top users. Jane Wang ranked as the Pinterest user with most followers by Repinly has 3.2 million followers. In fact out of the top 20 Pinterest users per Repinly, there are no big brands. Followers are not everything but it’s an indicator that Pinterest content is very indie for now. Understanding the indie nature of Pinterest content is a key to a brands success on the network.  Brands that get that Pinterest is more about curating versus promoting are thriving. Here is our infographic summarizing what we learned about brands and Pinterest:   Here...