Online parenting site BabyCentre has published a survey that shows over half of all mums considered their smartphone to be an ‘essential tool’ to help with parenting. Almost three in five said it helped to reduce the isolation of new motherhood, while 40% described their mobile device as a ‘backup brain’.
The 2013 Mobile Mum Report showed smartphone adoption up 21% from last July to 87%, while tablet ownership was up 128% to 41% of mums.
Apple was the favoured smartphone brand with a 45% share (up 6% from July 2011), followed by Android at 43% (up a remarkable 4200%) and BlackBerry at 6% (down 79%).
Vincent DeLorca, UK General Manager and VP of Global Partnerships at BabyCentre, said “For the modern mum, the smartphone is indispensable. It is the first thing she checks when she wakes up, and the last thing she looks at before going to sleep. She reaches for it to help her manage her finances, organise tasks, shop, entertain the kids and interact with friends – it’s incredible how much a part of family life this device has become.”