To understand moms' thoughts about mobile during the back-to-school season, the Interactive Advertising Bureau (IAB) and Meredith's Parents Network asked EMI Surveys to conduct a national survey of moms.
The study was fielded by EMI Surveys August 8-12, 2012, among a nationally representative sample of moms with kids age 3-17 in the household.
Findings from the study, titled "Moms Go Back to School With Mobile," are highlighted in the following infographic. Among those findings:
- 85% of moms who own smartphones said their phones made the back-to-school season less stressful.
- Nearly 9 in 10 said having a smartphone makes being a mom easier for them.
- 21% of moms use smartphones to build and check shopping lists.