BabyCenter Research Reveals That While Moms Show Strong Interest In 'Sharing Economy' Services, 'On-Demand' Apps Need To Be Better Marketed To Reach Them

SAN FRANCISCO, Nov. 17, 2015 /PRNewswire/ -- BabyCenter, the #1 pregnancy and parenting web and mobile destination worldwide, has unveiled the findings of its U.S. Mobile Mom 2015: The Sharing Economy report, revealing that while moms are intensely interested in "sharing economy" and concierge-like apps such as TaskRabbit, Rent-the-Runway, and Handy, there is often a lack of awareness about the existence of "on-demand" services that can ease their busy schedules.

Taking a deep dive into those living within the top 10 U.S. DMAs – Atlanta, Boston, Chicago, Dallas-Ft.Worth, Houston, Los Angeles, New York, Philadelphia, San Francisco Bay Area, and Washington, D.C. – on average, 42% of moms in those urban markets say they have tried a "sharing economy" or concierge-type app in at least one of these categories: beauty on-demand, clothing rental, grocery delivery, home cleaning, household chores, private car/taxi, vacation/temporary home rental, and valet/parking assistance. The corporate headquarters of many of these services, San Francisco claims the most moms on the "on-demand" bandwagon, with 56% saying they have tried one. Outside of those major markets, the percentage of moms who have used one of these apps drops to just 21%.

For moms who have actually tried "sharing economy" services, the top reason is convenience, followed by the fact that these apps help simplify their hectic lives. Nearly 1 in 3 say they use them because they help save money. Collectively, these findings demonstrate that moms could be a key market for "on-demand" utilities.

However, the study also shows that moms' lack of familiarity with these services is a critical stumbling block in greater penetration across the board.

For example, questioning moms about household chore services like TaskRabbit and Airtasker, nearly 2 out of 5 in each of the top 10 DMAs said they were not acquainted with these types of "sharing economy" apps. Three out of 5 moms who live outside those urban centers said the same. However, when asked, moms showed strong interest in using a household chore service app – 60-70% in top markets and 57% outside – pointing to a disconnect and missed opportunity between a target audience and utilities they want and need.

There were similar findings when it comes to clothing rental services such as Rent-the-Runway and Le Tote, as well as apps that help moms find housecleaning services or handymen, like Handy. Moms in New York City and Dallas-Ft. Worth are most likely to have either rented or considered renting fashion via apps (25% NYC/24% Dallas). Nonetheless, an even greater number of moms in those markets have never heard of these sorts of services (37% NYC/40% Dallas).

Meanwhile, moms in Atlanta and San Francisco are the most likely to use or know about a housecleaning service app (26% in both cities). Still, a much greater number of moms in those areas have no idea of their existence (42% Atlanta/39% SF).

"What we see here is a tremendous market opportunity for apps that make life easier for moms," said Julie Michaelson, Head of Global Sales, BabyCenter. "Some of these services also offer marketing potential for brands that want to reach moms by aligning with apps that can make their busy schedules a bit easier to manage, since having these services on your smartphone is like having a concierge in your pocket."

There are two categories of "sharing economy" apps that are the exception to the rule, with a larger number of moms being familiar or actively using private car/taxi apps, such as Uber and Lyft, and vacation/temporary home rental services, like Airbnb and HomeAway.

Private car/taxi mobile services were far and away the most familiar to moms, with those in San Francisco, New York City, and Chicago being most likely to have used those services or be considering giving them a try. Still, numbers take a tumble when talking to moms who live outside of the top urban areas.

Private car/taxi apps

When it comes to vacation/temporary home rental apps, San Francisco moms rank highest in use, as well as awareness and positive interest. The numbers are much lower among moms from elsewhere.

Vacation/temporary home rental apps

The complete results of the BabyCenter U.S. Mobile Mom 2015: The Sharing Economy report is available for download here. A supporting infographic is also available for download here.

Methodology
Fielded August 3 to September 9, 2015, the U.S. Mobile Mom 2015: The Sharing Economy survey polled 3,901 U.S. women age 18 and up in the 10 DMA markets and 849 outside those markets. All participants were either pregnant or mothers of at least one child. Only smartphone owners were allowed to complete the survey.

About BabyCenter^® LLC
BabyCenter is the world's partner in parenting. The #1 pregnancy and parenting digital destination, BabyCenter reaches more than 45 million moms and dads monthly in 10 languages and 13 markets from Canada to the Middle East to China. In the United States, 7 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. BabyCenter is also committed to improving maternal health globally, and, through its Mission Motherhood™ campaign, works closely with nonprofits, NGOs, and governments to help make motherhood safer for all women. BabyCenter LLC is a member of the Johnson & Johnson family of companies. Visit BabyCenter on Facebook, Pinterest, Instagram, and LinkedIn or follow @BabyCenter and @MomInsights on Twitter.

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SOURCE BabyCenter

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