RECENT PUBLIC STUDIES 

Latina Moms with Mobile Enabled Kids: a new parenting challenge (Infographic)

Latinos are early adopters of mobile phones and 28% more likely to own a mobile phone than non-Hispanic whites. How do Latina moms monitor mobile security risks? To find out, we recruited 270 Latina moms—150 had already purchased phones for their children and 120 are about to purchase a mobile phone for their child. We explored how Latino children use mobile phones and the ways their mothers monitor phone usage. Findings of the “Latina Moms on Mobile Phone Security for their Children” report: The age children are given their first mobile phone is getting younger. The rapid adoption of smartphone technology and affordable family plans are leading to children being given access to mobile phones at earlier ages. For Latino children, the average age is 12. And in the next six months, 43% of moms surveyed are planning to get children younger than 12 years old their first phone. In some families, children as young as 5 years of age. While mobile phones may help Latino Moms manage children more effectively they also add a new parenting challenge. The two main reasons Latina moms have given for opting to get their children mobile phones are to: 1) track their children’s whereabouts and, 2) have the ability to communicate with them. The phones have become an important way for moms to manage their increasingly independent children. But conversely the phones have added a new and significant parenting challenge—ensuring that their children are using their phones safely and wisely. Moms are mostly concerned that their children may be wasting time, using their phone unwisely and accessing inappropriate content. The top three...

Latinos on the Road: A Social and Mobile Ride (An Infographic)

Social Lens Research and  MocoSpace recently teamed up to understand how Latinos—America’s fastest-growing, highly mobile and social consumers—are hitting the road! Survey Results: To better understand how Latinos plan, manage and share trip experiences, we surveyed 1,106 Latino adults using MocoSpace, a mobile gaming platform with over 7 million unique monthly visitors and an estimated 2.5 million U.S. Hispanic unique monthly visitors.  Respondents were 100% U.S. Hispanics, almost equally split by gender, with 60% under 34 years old, and 57% parents. The study found that during every stage of planning for a road trip, Latinos are using mobile phones and seeking more relevant location-based deals, rewards programs and mobile accessible travel content to assist with their trip planning. The study indicates that among Latinos who are leading the way on mobile adoption, the willingness to use mobile phones for trip planning has outpaced what functionality and content companies offer. Travel planning is likely just one example of the more advanced mobile functionality required to meet the highly mobile Latino consumer’s needs. The Top Opportunities:  Think Latinos are hard to reach? Think again, Latinos are hardly difficult to reach! Marketers need to understand the most effective strategies for engagement. Below are 6 critical ways to reach Latinos via mobile and social marketing efforts: 1: Mobile Travel Content: Create mobile-friendly travel content that helps Latinos discover your location as a destination. 75% want a better way to find new places to visit on their mobile phones 2: Location-Based Deals: Offer location-based deals via text messages and mobile ads. 69% want text ads and 59% want mobile ads with local deals 3: Mobile-Ready Booking and Planning Capabilities: Make it easier to book and...

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...
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