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Mobile Moms and the Sharing Economy

Recently BabyCenter.com announced it’s latest findings from its U.S. Mobile Mom 2015: The Sharing Economy report. It outlined how moms are participating in our On-Demand Society. Some facts about and results from the survey.

  • For the survey Baby Center contacted Mom’s in the top 10 U.S. DMAs – Atlanta, Boston, Chicago, Dallas-Ft.Worth, Houston, Los Angeles, New York, Philadelphia, San Francisco Bay Area, and Washington, D.C.
  • 42% of moms in those urban markets say they have tried a “sharing economy” or concierge-type app in at least one of these categories: beauty on-demand, clothing rental, grocery delivery, home cleaning, household chores, private car/taxi, vacation/temporary home rental, and valet/parking assistance.
  • San Francisco, where many early adopters of new technologies live,  claims the most moms on the “on-demand” bandwagon, with 56% saying they have tried one. Outside of those major markets, the percentage of moms who have used one of these apps drops to just 21%.
  • The study also shows that moms’ lack of familiarity with these services is a critical stumbling block in greater penetration across the board.
  • When talking to mothers about household chore services like TaskRabbit and Airtasker, nearly 2 out of 5 in each of the top 10 DMAs said they were not acquainted with these types of “sharing economy” apps.
  • Three out of 5 moms who live outside those urban centers said the same. However, when asked, moms showed strong interest in using a household chore service app – 60-70% in top markets and 57% outside – pointing to a disconnect and missed opportunity between a target audience and utilities they want and need.
  • There are two categories of “sharing economy” apps that are the exception to the rule, with a larger number of moms being familiar or actively using private car/taxi apps, such as Uber and Lyft, and vacation/temporary home rental services, like Airbnb and HomeAway.
  • Private car/taxi mobile services were far and away the most familiar to moms, with those in San Francisco, New York City, and Chicago being most likely to have used those services or be considering giving them a try. Still, numbers take a tumble when talking to moms who live outside of the top urban areas.

 

 

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