Mobile-addicted moms outpace app usage across demographics

Summary:Research suggests middle-age parents make up the bulk of heavy mobile users, with women clocking in above men in the "Mobile Addict" category.

There's a new mobile user in town, and it's probably not who you think.

According to a recent post on the mobile measurement platform Flurry, there are 176 million "Mobile Addicts" — defined as heavy mobile users who launch apps more than 60 times a day — and a majority of those users are women; and quite often, moms. 

The Mobile Addict segment is the fastest growing out of all segments of mobile app users, posting 123 percent increase between 2013 and 2014. That kind of growth is significantly higher than the 55 percent year-over-year growth seen in the Super User segment (those who launch apps 16 to 60 times a day) and the 23 percent year-over-year growth for Regular Users (those who launch apps less than 16 times a day).

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Middle-aged consumers (a demographic that somehow begins at age 35 and ranges up to 54) constitute 28 percent of the Mobile Addict segment. Flurry came to the conlusion that the Mobile Addict category is largely made up of parents who share device usage with their children. This is where the mom factor comes in, because out of those 176 million Mobile Addicts, 52 percent are female and 48 percent male, meaning that females outnumber males by 15 million in that segment. 

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The interesting takeaway from all those facts and figures is the sheer scope of mobile usage among a range of demographics. Although certainly not ground-breaking news that mobile is huge, it does put some perspective on the fact that mobile is going to be the de facto channel for content consumption for the foreseeable future.   

That assumption carries over to how companies are controlling the user experience on mobile devices. Take Salesforce.com's Thursday l aunch of Salesforce1 Service SOS , an enterprise riff on what Amazon has done with its Mayday button. It allows app users to call for live agent video or audio support through an Apple iOS or Android mobile app, providing them with real time, personalized assistance. Amazon's Mayday premise is the same, except its only available on Kindle Fire HDX. Salesforce says its version opens up the customer service component to any business with a mobile app.

For the plethora of parents sharing a device with their kids, which inevitably opens the door to device hiccups, those features could prove invaluable.

Topics: Mobility

About

Natalie Gagliordi is a staff writer for CBS Interactive based in Louisville, Kentucky, covering business technology for ZDNet. She previously worked as the editor of Kiosk Marketplace, an online B2B trade publication that focused on interactive self-service technology, while also contributing to additional websites that covered retail tec... Full Bio

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