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More than 59% of US mothers who own an iPhone say they let their children use it, and 61% of these moms download games or educational content specifically for their kids, according to a report on mobile advertising by mobile ad network Greystripe.


The Q3 Mobile Advertising Insights Report (pdf), which is based on user data and surveys of iPhone and iPod Touch users on Greystripe’s network, includes specific findings on and behavioral characteristics of “iPhone Moms,” a term? the company coined to describe this audience segment, which it said includes “dominant purchasing decision makers for households with several members.”

iPhone Moms and Shopping
The study found nearly 60% of iPhone Moms depend on their phone to locate the nearest store around them, while 42% use the iPhone to keep track of shopping lists and 39% use their iPhone to comparison shop.

Other ways moms use iPhones while shopping:


Additional findings from the report:

  • Just more than half of iPhone Moms use their phone at the grocery store, with 40% using it as a shopping-list tool and 23% using it as a recipe resource at the store.
  • On average, 89% of iPhone Moms use their phone for entertainment purposes, whether it is listening to music, browsing the internet or using various entertainment apps.
  • Email comes in at a close second place to entertainment, with 80% of iPhone Moms reporting they use their phone for checking messages.
  • More than 64% of iPhone Moms use their phones for managing their calendar and schedule, which is 9% higher than the rest of the iPhone community as a whole.

About the report: The report is based on data gathered from Greystripe iPhone and iPod Touch users during Q3 2009. Statistics are based on internally run surveys run in the Greystripe network during this time period.

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