Technology Enables More Moms to be Household CEOs According to Just Released Study by Disney Interactive Media Group

79% of Moms Surveyed Assume the Role of Household CEO, Up 7% from 2010

Moms Have Increased Their Use of Computers, Mobile Phones and Tablets to Stay Connected to Family and Friends and Manage Household Activities

Sep 22, 2011, 09:00 ET from Disney Interactive Media Group

BURBANK, Calif., Sept. 22, 2011 /PRNewswire/ -- Disney Interactive Media Group (DIMG) announced today results from the second installment of its "M.O.M. – Mom on a Mission" research study, started in 2010, that illustrate how women are utilizing technology and the Internet to make being a mom easier.  The study revealed that more moms are taking on the role of Household CEO and using technology products to help get the job done.  

Mom's use of computers, mobile phones and tablet computers continues to grow as she finds them even more essential to stay connected with family and friends and manage household activities.   96% of the moms surveyed said they owned or used a computer, up 9% from 2010; and 91% use a mobile device, up 11% from 2010, with 44% using a smartphone.  7% of moms surveyed owned a tablet, up 133% from 2010.

"Today's moms are adopting emerging technologies at an impressive rate to help manage their families' busy lives and use as entertainment platforms with their kids," said Dave Dickman, SVP of digital media sales for DIMG. "For digital marketers who are trying to reach moms, we believe this second wave will help them better understand the shifting behavior."

Mobile Phone is Mom's Lifeline to Family and Friends

Mom's mobile phone use has increased significantly, particularly to communicate with her family.  She is texting, visiting social networks and searching for coupons far more than last year.  The moms who were surveyed said they conducted the following activities on their mobile phones at least once a week:

  • Text with spouse/partner: 63%, up 17% (from 2010)
  • Talk to child: 53%
  • Visit social networks: 45%, up 32%
  • Take pictures of family: 44%, up 13%
  • Browse websites: 43%, up 39%
  • Use mobile search engine: 40%, up 38%
  • Manage calendar: 40%, up 18%
  • Play games with her child on mobile phone: 30%, up 25%
  • Look for discounts/coupons: 25%, up 213%

Smartphone Mom Uses Her Device Almost 4 Hours a Day!

44% of the moms surveyed with mobile phones own smartphones.  On average, moms with smartphones spend 3.9 hours per day using the device for a host of activities ranging from email and texting to visiting social networks and talking.  The study also showed that mom uses her smartphone to have fun with her child.  Playing games, taking pictures and videos and watching videos with her child are some of her favorite activities.  

Mom's Tablet Makes Her Feel Like Super Mom!

For those surveyed who own tablet PCs, in addition to emailing and visiting social networks, mom is managing her schedule, reading news, doing her banking, couponing and meal planning on her tablet.  More than half the moms with tablets said the device is helping them be more efficient in getting things done and managing their life and family.  

Another surprising finding was that mom is using her tablet to play with her child, especially to play games.  48% of moms who own a tablet and 39% of moms who own a smartphone, said the number one activity they engage in with their children on their respective devices is playing a game.

Mom's Use of the Internet Continues to Increase

Mom leverages her multiple technology devices to access the Internet and get more done.  According to the survey, she performs the following household-related activities online:

  • Online Banking/Investing: 62%, up 9% (from 2010)
  • Look up directions: 61%
  • Find recipes/plan meals: 59%, up 9%
  • Find/print coupons: 58%, up 21%
  • Shop for her family: 54%, up 15%
  • Research products: 42%
  • Look for family travel ideas: 37%
  • Look for family activities and crafts: 36%

M.O.M. – Mom on a Mission Study

Disney Online's M.O.M. – Mom on a Mission study was conducted in June 2011 by Ipsos OTX MediaCT, with the objective of gaining insights to understand today's mom, her roles, and how technology and the Internet affect her life.  The study was conducted in two phases: consumer immersion blogs and online quantitative study.  In Phase One, eight moms interacted in an online, secure blogging environment by uploading images, video and text for one week. In Phase Two, an online quantitative study was conducted with a sample of 3,300 females, ages 21-54, who were either currently pregnant or had one child in their household between the ages of 0-14 years.

About Disney Interactive Media Group

Disney Interactive Media Group (DIMG), one of the world's largest creators of high-quality interactive entertainment across all platforms, is the segment of The Walt Disney Company responsible for the global creation and delivery of interactive entertainment, multi-platform video games, and lifestyle content across all current and emerging digital media platforms.  DIMG produces and distributes a broad portfolio of content from its five primary lines of business: Disney Interactive Studios, Disney Online, Disney Online Studios, Disney Mobile, and Playdom. Products and content released and operated by DIMG include blockbuster online virtual worlds, #1-ranked community-family and parenting web destination* that includes and the Disney Family network of websites, mobile applications, and video games.

The Disney Family network of sites provide inspiration and ideas for parents on a variety of topics important to today's families, including easy recipes, crafts, traveling with children, pregnancy, and parenting. Sites in the portfolio include Disney,, and

Disney Interactive Media Group is the interactive entertainment affiliate of The Walt Disney Company (NYSE: DIS).

About Ipsos OTX MediaCT

Ipsos OTX MediaCT is the market research specialization group within Ipsos built to reach, engage and more effectively understand today's digitally-driven consumer in the fast moving media, content and technology space.  By integrating new technologies and immersive techniques with extensive traditional research experience, Ipsos OTX MediaCT's market leading research solutions help clients better understand media and technology consumption, evaluate content, monitor the value of brands and provide guidance for successful innovation.  The Ipsos OTX MediaCT approach results in deeper and more profound consumer insights that allow companies to maximize their return on investment. To learn more, please visit  

*comScore Media Metrix

Dana Henry Benson
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Kirsten Erickson
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SOURCE Disney Interactive Media Group