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The Washington Post reports that marketers “are taking notice that mothers, newly armed with smartphones, are becoming a new kind of shopping force online. A decade ago, these women were single and childless 18- to 34-year-olds who captured the hearts of Madison Avenue marketing executives with their voracious consumer appetites. Now, they are older and often in charge of the household wallet.

“Moms are the fastest-growing buyers of iPhones, and they are tuning in more frequently and for longer periods than any other group on media Web sites such as Pandora, a streaming music service. Nielsen Research says mothers are far more likely to share photos and news stories on Facebook via smartphones and computers than anyone else ... Between business meetings, in carpool lines and at sports practices, moms are spending downtime on smartphones to update the family calendar, buy soccer cleats, research cheap flights and fit in a few rounds of Angry Birds.”

According to the story, Nielsen calls these women“power moms,” and says that they “represent one in five online users — a proportion that is growing quickly — and some research shows they are an even greater force on mobile devices ... The number of moms with smartphones is about equal to men of the same age, but they are adopting the technology at a faster pace. The number of moms who purchased iPhones grew 132 percent in the first quarter of 2011 compared with the same time last year — outpacing men, who rose by 121 percent, according to NPD. Overall, adult purchases of the smartphone grew 117 percent.”
KC's View:
This essentially comes back to the same lesson as our Eye-Opener this morning - that new technologies, which focus on new ways of communicating information, are being adopted by the nation’s most influential consumers. Any retailer with an eye toward creating a sustainable business model has to keep this in mind and start develop strategies and tactics to satisfy these fast-evolving shoppers.