Tag Archives: Moms

My wife posed a question last week that admittedly caught me off guard: “At what age do you think it’s appropriate to get our daughter a smartphone?”
Now the question is legit, and the local media has been furiously raising issues of texting and social media in the classroom, so it wasn’t completely from left field. But two elements beyond the question itself had me pause for thought.
First, my daughter is three.
Second, it wasn’t a cell phone anymore, but a smartphone.
To be clear, my wife was not suggesting we run out and buy an iPhone for a daughter barely out of diapers, but was curious as to my thoughts on when it was appropriate to buy any child a smartphone. A great question for further thought, but one we agreed was not in our personal future – at least not until our kids at least hit school age.
But the context behind the question was revealing. The question of a mobile device is no longer a question of if, but when. And, the smartphone was moving from the category of high-tech device, one that would normally fall into – as the self-confessed techno-gadget geek and purchaser in our household – my domain to initially consider.
And I shouldn’t be surprised. In fact, I should know better.
Though some might picture the stereotypical mom as slightly Luddite in her leanings, a series of reports this year reveal just how wrong that stereotype is. Modern moms are not just using smartphone, but leading their adoption. Moreover, it’s not just young, tech confident new moms purchasing the technology, but mothers in their 30’s and 40’s partaking in this rapidly expanding group of smartphone purchasers (Pew Internet).
Hot on the heels of fellow Digital Agency Razorfish’s report on The Digital Mom (worth a read), we recently launched an initiative with Mercedes Benz which taps into the idea of Mom as influencer-in-chief in more ways than one. While “blogger outreach” programs are nothing new, (PR firms have been conducting them for some time), there is something to the idea of putting your product and brand in the hands of a real person who’s got an audience willing to listen and letting them say what they want.
Amy Allen fits the profile of the Gen X Mom who not only would consider purchasing a car like the Mercedes GLK, but influences all the purchases her family makes, not to mention the influence she has within her own community of peers. With several thousand followers on Twitter and blog that discusses the realities of all things mom related—Amy Allen is an uber “Digital Mom” who’s savvy about products, motherhood and wired to the teeth.
(more…)





