Canadian Millennial Moms Are Spending Twice As Much Time Online On Smartphones vs. 2012, According To New BabyCenter Research

'2015 State of Modern Motherhood Report' Shows Millennial Moms are 71% More Likely to Pay Attention to Ads on Mobile Devices than Their Gen X Counterparts

TORONTO, April 9, 2015 /PRNewswire/ -- BabyCenter®, the number one pregnancy and parenting digital destination worldwide, has released its "2015 State of Modern Motherhood Report," showing that the amount of time Canadian millennial moms spend online on their smartphones has doubled from 1.1 hours per day in 2012 to 2.2 hours per day in 2014. Underscoring the digital dominance of mobile phones with this coveted demographic, the survey shows that their time spent online on laptops/PCs fell from 3 hours per day in 2012 to 1.3 hours per day in 2014.

Penetration numbers clearly highlight this dramatic shift as well. The percentage of Canadian millennial moms who owned a smartphone grew from 59 percent in 2012 to 94 percent in 2014. The percentage of those who own a tablet also increased (from 20% in 2012 to 53% in 2014). Laptop or PC ownership also softened (99% in 2012 to 86% in 2014). However, 51 percent of Canadian millennial moms currently own both a smartphone and a tablet, an uptick of 255 percent over 2012 numbers.

The report also finds that this newer generation of moms is more inclined to notice ads on digital platforms than their "Gen X" predecessors. Overall, they are 44 percent more likely to observe ads on the full range of digital screens at their disposal, with that number skyrocketing to 71 percent when honing in on the likelihood of noticing ads on their various mobile devices.

This growing dependence on mobile phones is also impacting Canadian millennial moms when they are looking to make purchases for the household and beyond. In fact, 7 in 10 use their smartphone while shopping in-store, allowing them to search for recipes (48%), text photos or videos to friends and family to ask their opinions (48%), read product reviews (46%), and more.

In tandem with technology and media ownership and usage modifications, the brand selections of many Canadian millennial moms change once they have children. This opportunity for brand loyalty shift occurs in a range of categories:

  • Groceries (71%)
  • Cleansers/detergents (58%)
  • Personal care/cosmetics (52%)
  • Consumer electronics (50%)
  • Apparel/accessories/shoes (49%)
  • Financial services (49%)

These results are more pronounced in Canada compared to other major markets, with only 38 percent of U.K. millennial moms saying their criteria for groceries had changed, and 35 percent of their counterparts in the U.S. saying they thought differently about consumer electronics brands once becoming a mom.

In addition to exploring these important changes, the report examined the type of digital ad content that resonates with Canadian millennial moms. More than half (58%) said that they pay attention to advertisements that are relevant to either their life stage or that of their child. Native advertising – if it provides high-quality, informative content – also has the power to positively impact this demographic, with 50 percent saying it could inspire their trust in a brand.

Imagery also plays a key role, with visuals of a family or baby generating the most enthusiasm (71% vs 69%). This is strikingly different from reactions in other countries. For example, just 46 percent of Chinese millennial moms thought an image of a family would capture their attention.

"Canadian millennial moms are extremely savvy consumers who rely heavily on technology – especially their smartphones – in their day-to-day lives," said Julie Michaelson, Head of Global Sales at BabyCenter. "It's important that marketers think mobile-first in reaching this audience effectively. In addition, there are critical nuances in advertising content and creative that can affect mom's purchasing decisions, gaining their attention and brand loyalty... or not."

"Motherhood is a life-changing experience that causes us to rethink our priorities, but it doesn't change everything about who we are as women," said Linda Murray, SVP/Global Editor-in-Chief of BabyCenter. "While millennial moms in Canada change their purchasing habits after giving birth, they're still millennials who love technology and use it to become the best mothers they can be."

The "2015 State of Modern Motherhood Report" is available for download here.

The report, produced in conjunction with the Interactive Advertising Bureau in the U.S., is based on multiple sources, including an in-depth survey among Canadian moms conducted by BabyCenter on its 21st Century Mom® panels and sites, supplemented with motherhood stage-based social listening through the BabyCenter Talk Tracker and with Canadian qualitative research gathered via in-person friendship groups among 24 moms in March 2015 across Montreal, Vancouver and Toronto, managed by BabyCenter. The survey was fielded to moms (pregnant or with children 0 to 8 years old) between November 3 and December 21, 2014 to a total of 10,533 moms across the U.S., Brazil, Canada, China and the U.K., of which 6,767 were millennial moms age 18 to 32 years old, with the remainder being Generation X, 35 to 44 years old. The Canadian portion of the survey included 853 millennial moms.

About BabyCenter® LLC
BabyCenter® is the world's partner in parenting. The #1 pregnancy and parenting digital destination, BabyCenter reaches more than 40 million moms and dads monthly in 11 languages from Canada to the Middle East to China. In Canada, 6 in 10 babies born last year were BabyCenter babies. BabyCenter provides parents with trusted information, advice from peers, and support that's Remarkably Right® at every stage of their child's development. Products include websites, mobile apps, online communities, email series, social programs, print publications and public health initiatives. BabyCenter also leverages its industry-leading audience engagement to provide unparalleled insights and innovative marketing solutions to the world's top brands, retailers, and institutions. Additionally, BabyCenter is committed to improving maternal health globally, and -- through its Mission Motherhood™ campaign -- works closely with non-profits, NGOs, and governments to help make motherhood safer for all women. BabyCenter is a member of the Johnson & Johnson family of companies.

SOURCE BabyCenter

For further information: BabyCenter, Laura Goldberg -, 718-722-7825, Laurie Jakobsen -, 646-484-6764,

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