Commentary

Health And Fitness Go Mobile For Mom

According to the results of the BabyCenter U.S. Mobile Mom 2014 Report: Health & Fitness Go Mobile for Moms, though 55% of moms surveyed say they would track their health or their children's health, the majority of moms find the current options on their Smartphones too time consuming and therefore too difficult to use. 

The study findings indicate that moms have a desire for health and fitness tracking but when asked, “Which… do you currently track and which would you track… on your Smartphone if there was an easy way to transfer the information to your phone,” the survey found a significant gap in every category: 

Respondents Tracking Health And Fitness On Smartphone

 

% of Respondents

Category

Currently Track

Would Track If It Was Easier

Mom’s Activity/Fitness:

31%

45%

Mom’s Weight

30%

45%

Mom’s Nutrition

23%

45%

Mom’s Sleep Pattern

8%

32%

Child’s Development

30%

40%

Child’s Nutrition

10%

27%

Child’s Activity

12%

26%

Source: BabyCenter, October 2014

The study also found that moms are willing to invest in new devices that give insight into their health and that of their children. Of the moms surveyed, 19% already had a fitness tracker, up 36% from 2013, and 80% indicated interest in a device. Moms also expressed interest in a number of new health/safety products and wearable technology, such as:

  • Fitness tracker for wrist   (80%)
  • Wearable baby monitor that tracks and warns   (70%)
  • Activity tracker for their child   (67%)
  • Fitness tracker integrated into clothing   (64%)
  • Google Glass   (46%)

Beyond fitness and health tracking, moms also rely on their Smartphones when shopping for over-the-counter medications. Among moms who used their phone when shopping for over-the-counter medicines (14%):

  • 63% responded that they had researched an over-the-counter medicine on their phone
  • 52% said they had read product reviews and recommendations
  • 29% purchased over-the-counter medicinal products online
  • 37% used their device to find a local drugstore or similar retail outlet
  • 25% reported they had used a price comparison app to buy these products
  • 30% use online mobile coupons

Julie Michaelson, Vice President of Sales, BabyCenter, says “…  mom is ‘mobile first,’… expects the health products and services that she uses show a similar approach… whether over-the-counter medication or fitness support.” 

For more information from BabyCenter, please visit here.

 

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