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:
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%):
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.”
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