Consumers want more marketing messages

Growing consumer interest in mobile marketing and customer loyalty programs has created a significant opportunity for brands to connect with customers on their mobile devices.

The second annual HipCricket Mobile Marketing Survey shows that 37 percent of consumers would participate in a mobile customer loyalty program from a brand they trust. However, 83 percent say their favorite brand has yet to market to them via their mobile phone.

“As strange as this might sound, consumers aren’t receiving as many marketing messages as they want,” said Jeff Hasen, chief marketing officer of HipCricket, Kirkland, WA. “Mobile marketing programs succeed because, in most cases, the consumer initiates the interaction and is as involved as he or she wants to be.

“It is truly permission-based, all on the mobile subscriber’s terms,” he said. “As a consumer, I might respond to an offer, and then decide to further give you permission to market to me by joining a mobile club.

“Small opt-out rates prove we are giving consumers what they want. Obviously, the portability and personal nature of the mobile device are huge drivers for brands who literally can reach consumers anywhere and at any time.”

The 2009 HipCricket Mobile Marketing Survey is a national survey designed to provide insight into consumer attitudes towards mobile marketing and their mobile behavior.

The survey was conducted in September 2009 via email and is based on 511 respondents.

A key finding of the study is that mobile marketing campaigns are becoming significantly more influential and effective.

HipCricket found that of those consumers who have received mobile marketing offers, 47 percent have brand recall and 94 percent of those remember the specific call to action.

Aside from phone calls, 73 percent of people said they use their mobile device most for texting friends and 34 percent have received a marketing offer on their mobile phone via text message (up from 28 percent in 2008).

The study revealed that the mobile Web continues to be an increasingly important information resource for consumers.

A whopping 85 percent of respondents agree that the mobile Web is a valuable source for information that interests them.

Twenty-one percent of respondents access the mobile Web at least once per day and 37 percent access it at least once per week.

Additionally, 41 percent of respondents have visited a retailer’s Web site from their mobile phone. The most popular reasons include:

• To find store locations – 70 percent
• To find store hours – 51 percent
• To get directions – 39 percent
• To look for coupons/promotions – 29 percent

HipCricket's advice to marketers:

“HipCricket advises clients to think of a mobile pyramid where brands use SMS as a foundation for reach, then build on richer brand experiences through the mobile Web, apps and social networking,” Mr. Hasen said.

-Giselle Tsirulnik

Remy Martin mobile campaign attracts 1,200 SMS opt-ins

Cognac maker Remy Martin ran an integrated marketing campaign to reintroduce its flagship VSOP label to a new generation of drinkers and was able to drive 1,200 SMS opt-ins.

The campaign targeted consumers ages 21-40. Remy’s digital agency ID Society selected Neighborhood America’s MOVO to tie together all of the elements of the campaign with mobile marketing.

“Mobile was an ideal channel for Remy because they wanted to target customers while out and about,” said David Rippetoe, senior product manager at Neighborhood America. “They used in-venue calls to action to draw people into the campaign promoting special tasting events.

“Mobile offered them high value because of reach and low cost of entry and strengthened brand awareness,” he said. “They used an SMS/WAP campaign as a way to get people to RSVP to the events. During the day of the event, Remy sent out a broadcast SMS to remind people to attend.”

The Remy Chill Zone campaign promoted new ways of enjoying the traditional drink at over 300 tasting events scheduled in six metropolitan areas across the United States, including New York, Newark, Chicago, Atlanta, Los Angeles and the San Francisco Bay area.

Signage and a virtual display invited consumers to text a keyword to receive a special invitation and be placed on the Remy Chill Zone VIP list at ultra-exclusive nightclubs.

Those who opted-in were given a link to a mobile Web site.

To follow up, RSVP reminders went out to the VIP’s 3-4 days prior to the event, and allowed them to make reservations for up to two people.

In just three months, the campaign was able to drive 1,200 SMS opt-ins from table-top advertising in just a few venue bars.

The tastings in all six metropolitan cities all sold out as a result of the campaign.

The campaign helped Remy build brand loyalty through exclusive offers to the database of consumers, which was built by providing consumers incentives to participate.

“I think the biggest benefit that mobile provides to brands is that the consumer is raising their hand and telling the brand that they want their product or service by opting-in to a campaign whether it is SMS or a mobile banner on a mobile Web site,” Mr. Rippetoe said.

“One of the bigger issues with brands not being successful in mobile is the lack of integrating a visible or interesting call to action in their overall campaign strategy,” he said. “Because Remy is a luxury brand with a dedicated following, the agency did a great job with the creative and giving the feel of exclusivity for the events.”

-Giselle Tsirulnik

Survey: Future Spend For Mobile Marketing

We hear a lot from so-called industry experts or analysts who make huge claims as to how mobile marketing is going to take off this year, or that this year isnt quite the year for mobile marketing and so on. Most of the time these claims are based purely on opinion and lack any real substance.

A new survey sponsored by a partnership between Millennial Media and DM2PRO decided to go directly to the source meaning major brands and advertisers themselves to see just how mobile marketing is working out for them, and to get an understanding as to how they plan on spending their marketing dollars using the mobile channel in the future.

100 leading agencies were surveyed to compile and in-depth analysis of mobile advertising performance and forecasts of future spending. Dubbed The State of the Industry, the survey compiled data to provide a critical view on where the industry stands today, where the industry is and is not, and why agencies and publishers are planning to buy mobile in the future.

The survey indicated that 60 percent of non-mobile marketers are planning to employ some form of mobile advertising in 2010. Subsequently, the increase in mobile spend was one of the more surprising aspects of the surveys results. Out of those surveyed; 31 percent of agency respondents stated they will invest between $100K and $249K next year, while more than 15 percent stated they plan on investing over $1 million.

More than half of Q4 mobile campaigns will represent between 1 percent and 10 percent of their clients total spending, but for a few, the number could be an impressive 40-50 percent. Overall though, nearly three quarters of the respondents stated that they had developed mobile campaigns for themselves or their clients, while around 28 percent hadn't utilized mobile at all. To me, a leading agency that doesn't utilize the mobile channel for their clients shouldn't be a leading agency at all.

When it comes to how mobile marketing is performing overall, 78 percent of respondents said the medium met their campaign goals, while an additional 9 percent said mobile performed beyond our wildest expectations. Nearly one third of respondents stated that mobile has become an indispensable part of their media mix, while another 67 percent ranked mobile as somewhat valuable and only 2 percent said it wasnt valuable at all.

It's interesting to note that nearly 89 percent of respondents indicated that mobile was only a small part of a much larger multi-platform buy, and that internal resources remains the number one barrier to entry into the mobile channel. More than 80 percent of agency surveyed who have participated in mobile campaigns have hired or developed internal resources to support them.

Still, it's always interesting to get a better understanding of how mobile is being used and what the future plans are for those who are actually involved in mobile marketing.

-Mobile Marketing Watch

Mobile marketing no longer a year away

NEW YORK – Panelists at ad:tech’s Mobile Mix session made a case for mobile marketing by letting audience members know that it isn’t as hard as everyone thinks it is.

The speakers at “The State of Mobile Marketing: A Must in the Multichannel Mix” panel all agreed the mobile marketing is no longer a year away, it is here now and is being practiced by Fortune 500 companies.

“The most important thing that a lot of people lose sight of is the fact that mobile marketing is easy and much easier than it sounds,” said Marcus Startzel, senior vice president of sales at Millennial Media, Baltimore.

“Mobile outperforms online,” Mr. Startzel said.

SMS is the largest most ubiquitous way to do mobile marketing, according to Matthew Valleskey, head of marketing for mobile services at Neustar, the Sterling, VA-based common short code registry.

Mr. Valleskey said that 1.3 trillion SMS messages were sent in the first half of 2009, just in the United States alone.

“Everyone has a mobile phone and it is always with you and always on,” Mr. Valleskey said. “And almost all of the phones if not all are SMS capable.

“With SMS there is no software to install and no Web needed,” he said. “The last year or so there has been this huge app craze because of the iPhone, but the iPhone only has like 9 percent marketshare.

If you are looking to do a marketing campaign, make sure you are using and integrating SMS marketing into your overall advertising.”

SMS can be used as a call to action to get consumers to let you provide them with content. SMS also gives legs to other media and makes other channels work harder.

There are currently 3,000 short codes in existence, with about 25,000 (give or take) campaigns running on them.

Mr. Keenan also said that Radio Shack is currently pushing an SMS effort in circulars to promote its Black Friday campaign. Consumers sign up to get information on Black Friday merchandise.

Radio Shack is using its existing media and making it work harder through the addition of a mobile component.

Some brands are getting mobile, according to Mr. Startzel.

Millennial Media conducted a survey of 100 advertising agencies. Sixty percent said they were increasing their mobile ad spending in 2010.

“Executing a mobile display campaign is nearly identical to running a digital display ad,” Mr. Startzel said. “The networks have scalability and reach.”

Marc-Henry Magdelenat, director of Microsoft Mobile Advertising, Kirkland, WA, said that the mobile industry is at a point where the major brands and retailers understand that it is essential to include mobile in one’s media mix.

He talked about the Discovery Channel campaign that aimed to promote awareness of the “Deadliest Catch” show.

“Adding mobile to the mix definitely increased the campaign’s results,” Mr. Magdelenat said.

Mr. Startzel also talked about the fact that mobile consumers are different than consumer online.

When it comes to SEO for mobile sites, mobile is different than online. The mobile searcher is searching very differently than then online searcher.

Mobile searchers want instant gratification and online searchers have more time on their hands and are more focused on researching something.

“You have to take into account why the consumer is searching from their mobile phone,” Mr. Valleskey said. “They are most likely not home.”

-Giselle Tsirulnik

RFID Enabled iPhone a Boon to Mobile Marketing?

EDITOR'S NOTE: Although this is a bit off the beaten track when it comes to Brandel marketing products, it gives us a glimpse of how absolutely vital mobile phones will be for us in the future.

The future of monetizing mobile marketing campaigns will be greatly simplified in tandem with the advent of newer, more convenient payment tools for consumers.

As a result, the mobile marketing community is buzzing this week over the recent speculation by Einar Rosenberg, Chief Technology Officer of Narian Technologies, Apple is currently tinkering with a radio-frequency identification (RFID) chip for possible inclusion in the next generation iPhone.

Apple's impetus for seeking an RFID enabled iPhone is obvious. For Apple, turning the device into a handy payment tool makes the iPhone a far more convenient device than it already is. For mobile marketers, however, a group that has not yet had widespread opportunities to piggy-pack on such technology, the benefits could be equally bountiful.

Some mobile marketers have been gearing up for this eventuality just as aggressively as the tech world has.

In June, for example, Dairy Queen began testing an RFID-based customer loyalty program in Indiana. Customers who signed up for the program subsequently received coupons on their mobile phones via text message. The coupons were redeemable using RFID labels attached to the phones.

Apple's potential foray into this arena could conceivably change the landscape of mobile technology forever in the US. And the impact on mobile marketing could be just as significant.

-Mobile Marketing Watch

Mobile ad spend expected to increase significantly in 2010

Mack McKelvey is vice president of marketing at Millennial Media

The consumer-packaged goods, retail, entertainment, travel, and restaurant categories are expected to lead mobile spending in 2010, according a new study by Millennial Media.

The same industry sectors are spending the most in mobile advertising today. The report also found that engagement leads the No. 1 sought return for an investment in mobile marketing, though opt-in, or list building, was cited as the most likely goal for fourth quarter campaigns.

“The significant increase in projected mobile ad spend in 2010 both by agencies and brands signals that they have found mobile to be a highly effective and efficient channel to reach their consumers," said Mack McKelvey, vice president of marketing at Millennial Media, Baltimore. "We anticipate the mobile Web audience will continue to grow at, or faster, than the projections reported by the Kelsey Group and numerous other organizations.

"If this is the case, it is likely that more brands will place even more focus on mobile advertising in the remainder of 2009 and in 2010,” she said.

Nearly 75 percent of the 100 leading agency respondents stated that they have developed mobile campaigns for themselves or a client.

As an average value, brand respondents forecasted at least a 15 percent increase in spend in 2010.

Among those who have executed mobile campaigns, 78 percent said the medium met their campaign goals and an additional 9 percent said mobile performed “beyond our wildest expectations.”

Nearly a third (30 percent) of agency respondents said mobile has become an “indispensable” part of the media mix. Another 67 percent ranked mobile as somewhat valuable.

-Giselle Tsirulnik

Google, Yahoo Q3 results show promise for mobile advertising

Google and Yahoo exceeding expectations for their third-quarter revenue, buoyed in part by each company’s mobile initiatives, is a sign that the worst of the recession may be over for the advertising market.

Yahoo reported revenues of $1.575 billion for the quarter that ended Sept. 30, a decrease of 12 percent from the third quarter of 2008 and slightly above the second quarter of this year. Google fared better—it reported revenues of $5.94 billion for the third quarter, an increase of 7 percent compared to the third quarter of last year.

“Both companies beat consensus estimates for their third-quarter revenue, which is good and a bit surprising,” said Andrew Frank, New York-based vice president of research at Gartner. “Both companies represented the view that we may be past the worst of the recession as far as advertising goes.

“There are plenty of reasons to be cautious about that assessment, but signs point to the stabilization of the advertising and especially the search market,” he said. “That’s good news for emerging sectors like mobile advertising, since as marketing spending goes up, newer channels like mobile will have an advantage in that people are unlikely to ramp up spending in the same way and with the same ratios as before.

“It tends to favor emerging channels when there’s a slow down and things come back, all promising signs for the mobile advertising sector.”

As has been the historical condition with Google and Yahoo, Google continues to dominate the search market, while Yahoo continues to have a strong presence in display advertising.

While both Google and Yahoo are innovating and have a variety of products and services in the mobile space, there is room for improvement in both cases.

“Mobile is hugely important to both of them, and while to date they have done some interesting things, I don’t think either company has come up with a compelling solution to the mobile advertising experience that seems like it is worthy of the size of the opportunity,” Mr. Frank said. “Both have a ways to go before they catch up to the huge opportunity that mobile offers.

“I’d like to see better integration between the mobile and online experience—both mobile experiences are rather disconnected,” he said. “They don’t seem to be doing a great job of integrating those experiences and integrating advertising opportunities, which a dual-screen environment seems to imply.

“They still see the two channels as somewhat distinct from a user standpoint, and while there are clear differences, I think there needs to be more continuity.”

“We don’t break out mobile revenue, and while it is small as a percentage of the company’s total revenue currently, we expect more usage and monetization to shift to mobile longer term,” said Dana Lengkeek, spokeswoman for Yahoo, Sunnyvale, CA. “Mobile is a key priority for Yahoo.

“We are well positioned and have increased the reach of our mobile homepage, providing a rich experience across more than 1,900 different mobile devices—a fivefold increase from its April 2009 debut,” she said.

“We’re continuing to be at the forefront of innovating mobile advertising and creating compelling mobile experiences for consumers and marketers.”

“In fact, Google saw over 30 percent growth quarter-over-quarter in mobile search, which is contributing to the emergence of a Web-based mobile ad ecosystem," he said.

-Dan Butcher

Advantages of Mobile Marketing Easy to See

EDITOR'S NOTE: There are a number of fundamental guidelines listed below in order to run an efficient and user-friendly mobile campaign. All of the AdKing products adhere to these parameters, so you can promote your mobile products with confidence.

It is easy for people who have been in marketing a long time, especially digital marketing, to make claims that mobile marketing is a waste of time. MobileStorm CEO Jared Reitzen put up a passionate post earlier this week confronting the prejudice against mobile marketing among e-mail marketers.

One of the biggest problems with email marketing is the turnover rate of email addresses. Within one year 33% of email addresses in your campaign list are no longer valid. Cell phone numbers have a far lower turnover rate, and most people keep their cell phone number for years. With virtually no delivery issues and 95% of cell phones SMS enabled, getting the message in front of eyeballs is much easier via mobile than an email campaign.

He concludes that the biggest hindrance to mobile marketing is the opposition from e-mail marketers, who are bitter about problems with email marketing and don't understand how mobile marketing differs from email.

I speak with prospects all the time that won't try mobile because they feel their customers will get upset, writes Reitzen. He points out that mobile marketing can equal a horrible user experience if not executed properly.

The if, though, is the key. You do have to be careful because, yes, users can get upset if you are sending them SPAM. But if they have opted in to your campaign and you are sending them useful messages, mobile marketing, especially SMS marketing, can yield great ROI. Much better than email marketing.

Here are some useful tips:

-Your first approach to a mobile strategy should be to offer something only available via the mobile phone.

-The incentive should be good and be the only place your customer can take you up on your offer.

-All mobile clubs should have a double opt in so you cannot sign up anyone but yourself. The subscriber takes the action of responding with a “YES.”

-Make sure when you are opting people in to your database, you not only get them to respond “YES” to join, but you manage their expectations with the types of messages they will get, how often they will get them, and how they can opt out.

-Mobile Marketing Watch

Brave new world of social media

EDITOR'S NOTE: There are two important factors to take away from this article. One is to realize the importance of the consumer in your media plan - involve them by creating a network for them. Involve your advertiser by creating a social marketing media for them. Consider blending Mobile Broadcast with AdPix, or adding the new txtNpix. See our website for more details.

Social media is a “must” in your marketing plan. The 2010 Media Planning Intelligence Study recently released a report that shows nearly 58% of its respondents ideally plan to include social media in their plans for marketing next year.

Social media is still a developing marketing strategy, and many have been slow to jump on the bandwagon, simply because it has been previously difficult to understand.

Is social media a form of advertising? Oddly enough, the power of social media is, in some corners, being eschewed as something that’s not a form of advertising. Nevertheless, the study from Media Planning Intelligence suggests that not only do many companies consider social media to be a form of advertising, they also consider it to be an essential form of advertising, giving it priority over more traditional channels when they decide how to allocate their advertising budgets.

Though social media was bundled into a category with other “non-traditional” forms in the study, there is a definite trend toward “non-traditional” forms over “traditional” forms. “Non-traditional” includes such advertising strategies as online, mobile and other emerging media platforms, and “traditional” includes TV, radio, print, and out-of-home advertising. In the study, respondents planned to use “non-traditional” advertising over “traditional” advertising 57% to 43%.

So what’s sending everyone online? For one thing, those dwindling media budget dollars stretch a lot further in online media channels than they do in more traditional media advertising. A television spot is still far more expensive than getting an ad for the exact same show on a streaming service like Hulu, and a traditional newspaper ad is still more than the same ad on a newspaper’s website. By finding the correlating advertising opportunity online, buyers are saving themselves precious advertising revenue and sometimes even finding a larger demographic to pitch to.

Social media, on the other hand, is seeing a lot of success for those companies that can manage to figure out the best way to put it to work. Beauty and personal care products are some of the forerunners in this contest, offering a whole range of online and social media resources devoted to allowing their buyers to interact with one another, get answers to their questions from experts, and talk to the sellers of their favorite products. All the while, the company reaps benefits from this seemingly free service, since the goodwill their users feel toward them makes them more inclined to buy their products.

So…what does all this mean for companies who want to do the smart thing with their ad budgets? They need to learn “nontraditional” advertising formats, and fast – because nontraditional is rapidly becoming the norm, and “traditional” may very well be becoming code for “obsolete.”

-Peter Koeppel

Facebook is hot, hot, hot

EDITOR'S NOTE: Integrate two of Brandel's hottest marketing tools to create your own Social Networking site. Combine Mobile AdPix with ComboText for a total marketing solution. Call Susan for more information at 954-583-9000.

ADOTAS - What’s scorching on the digital front? Mediaweek thinks Facebook is so hot that it’s sizzling — the social media mecca pushed its way to the stop slot of the “Digital Hot List 2009″ after coming in second the year before. The magazine noted that the site has supplanted porn as the Internet’s no. 1 activity — you can hear jaws drop across the nation. Hulu moved up two spots to take the second slot and Twitter joined the list at no. 3. Though fourth hottest is nothing to snicker at, Google has cooled off after taking first place last year.

-Gavin Dunaway

Verizon asks consumers not to text and drive in new campaign

Verizon Wireless has rolled out an advertising effort called “Don’t Text and Drive,” encouraging people who get into a vehicle’s driver seat to keep their hands on the wheel.

The campaign began this past week with a mix of ads, including television, radio, print, online, billboards and non-traditional media, designed to reach drivers.

“The strategy behind the campaign is to change the behavior of those who text and drive and reinforce the behaviors of those who don’t,” said Jeffrey Nelsen, spokesman at Verizon Wireless, Basking Ridge, NJ. This is obviously an issue, as driving and texting is dangerous and our campaign is a responsible corporate response to how people use our products and offers”

The TV spots claim that even though Verizon Wireless is all for texting, the carrier is more focused on the safety of subscribers. The spots ask consumers to think twice before they text and drive.

Verizon Wireless has a long history of leadership on the issue of driving while using wireless services.

When Verizon formed Verizon Wireless in 2000, it broke from the rest of the wireless industry by supporting legislation that required people who talked while driving to use hands-free devices.

More recently, as texting has become mainstream, the wireless carrier supports bans on texting while driving and prohibits Verizon Wireless employees from texting while on the job or in a company vehicle.

-Giselle Tsirulnik

Wireless industry strong even in struggling economy

EDITOR'S NOTE: I always try to provide information in this blog that helps Brandel's Publishers provide a solid case for mobile marketing.

Utilize the 300+ articles in this blog by searching for 'marketing' or 'statistics' in the Google search box to the right. Here is another great example of the overall strength and well-being of the mobile industry.

Even during a recession and with their wireline businesses drying up, AT&T Mobility and Verizon Wireless both posted strong third-quarter results, proof that the wireless industry as a whole is strong.

AT&T added 2 million new subscribers, while Verizon added 1.2 million subscribers, and both carriers posted revenue increases. That growth was fueled in wireless subscribers increasing appetite for high-end smartphones and a related surge in customers’ data usage.

“We’ve been seeing that AT&T and Verizon have been pulling ahead of the rest of the pack in the mobile carrier space in the U.S.,” said Susan Welsh de Grimaldo, senior analyst at Strategy Analytics, Newton, MA. “While Sprint and T-Mobile USA have not released their third-quarter numbers yet, given AT&T and Verizon’s strong showing in both the revenue and subscriber space, they seem to be pulling even further ahead this quarter.

“Overall these results show that the wireless industry is really strong, even in the face of the down economy, showing that people want to communicate via mobile,” she said. “These top-two carriers are targeting people who want a richer data experience on their device, and they are willing to sign a two-year contract to get a subsidized high-end device.

“Sure, they use their mobile devices for texting and talking, but they’re hooked on the Internet, applications and social networking, so AT&T and Verizon are looking to lock-in these high-value consumers who use a lot of data and want an exciting device.”

“We saw AT&T lead this charge with the iPhone and the App Store, and we continue to see strong growth in that area,” she said. “Verizon announced its partnership with Google, which is its next big move in this area.

For both AT&T and Verizon Wireless, integrated devices—a.k.a. smartphones—are paramount to their overall strategy, because they are going after the most lucrative wireless consumer base.

Verizon Wireless is the largest wireless company in the U.S. in terms of total customers and revenues. AT&T is No. 2, followed by Sprint and T-Mobile USA.

During the third quarter, Verizon Wireless customers sent or received more than 153 billion text messages. Customers also sent more than 2.8 billion picture/video messages and completed close to 38 million music and video downloads.

Wireless text messages on the AT&T network exceeded 120 billion, nearly double the total for the year-earlier quarter.


While AT&T and Verizon Wireless have seen competition at the lower end of the market, with bundling of text-messaging and voice into unlimited packages, in the third quarter they solidified their places as the top-two carriers in the U.S.

“They have shown that the economy has not dampened people’s interest in mobile, and in fact the wireless industry has grown and held its own.”

-Dan Butcher

iPhone Key in Mom's Shopping Decisions

Mobile marketers are focusing more and more on what's become known as the iPhone Mom, and for good reason. A new report from Greystripe highlights that 79% of these iPhone moms rely on their devices for shopping-related tasks, such as locating stores, keeping track of shopping lists, comparision shopping, and downloading coupons.

Greystripe is out to convince everyone from marketers to moms that the iPhone Mom is here to stay. The new study follows up an earlier report in August, when Greystripe claimed that iPhone moms made up 29.5% of all iPhone users. Meanwhile, a study from Scarborough Research in September reported that working moms spend 21% more than the average cell phone user on their cell phone bills.

Moms are often the key decision makers in a household (40% are, reports this study), which makes this group a key target for mobile marketers. Mothers, once a slow-to-adapt segment, are unusually quickly taking to the iPhone. Of course, not all moms are jumping on the smartphone bandwagon, but those that are often power the household spending decisions.

Some other interesting findings

- 96% of iPhone moms are involved in their household purchasing decisions, with 40% being the sole decision maker

- 71% of iPhone Moms have household incomes between $32k and $165k

- 86% of iPhone Moms are between 25 and 54

- 80% of iPhone Moms have attended at least some college, with 4% more receiving a graduate degree than the rest of the iPhone user base

- 59% of iPhone moms let their kids use their phone

- 94% of iPhone moms download games and entertainment apps

- Mobile Marketing Watch