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Parents Grow More Reliant on Mobile for Entertaining Kids, According to New Research from Mojiva

Parents Grow More Reliant on Mobile for Entertaining Kids, According to New Research from Mojiva

Latest Mobile Audience Guide Reveals Parents are Increasingly Using Mobile Devices to Make Purchases for Their Children

NEW YORK – September 13, 2012 — Mojiva (, the leading mobile ad network that specializes in making mobile display advertising strategies come to life at scale, today released its latest Mojiva Mobile Audience Guide (MAG) report, an ongoing study that identifies and evaluates the specific consumer attitudes and behaviors of mobile device users on the Mojiva ad network. This edition of the Mojiva MAG surveyed parents to learn how they are using mobile in their everyday lives. The results reveal that mobile devices have become an important utility for parents, who are using their phones not only to entertain their children, but also to make product purchases for them. More than half of respondents said they give their child access to their smartphone or tablet on a daily basis. Consequently, parents are downloading more apps and bookmarking web pages and content specifically for their children to use.

“Parenting is a multi-billion dollar industry and mobile advertising should soon play a major role in activating many of those brands that sit within that space. Based on this research, we’re seeing a real paradigm shift in how busy parents are using their smartphones and tablet devices to help them with everyday tasks like shopping for their children and keeping them entertained,” said Amy Vale, Vice President of Global Research and Strategic Communications at Mojiva, Inc. “The opportunity for brands to reach parents on a daily basis through mobile advertising is incredible - especially given the amount of time that families now spend on their smartphones and tablet devices.”

  • The findings from the Mojiva Parenting MAG reveal that parents are increasingly comfortable with using their mobile device for multiple activities specifically related to their kids including: 49 percent of parents have previously purchased products for their child using their mobile device instead of visiting a brick-and-mortar store or using their computer, with 18 percent stating they do this with some frequency.
  • 70 percent of parents are comfortable spending money to purchase items for their child using their mobile device.
  • 25 percent of them feel comfortable spending more than $50.00 on a single item for their child using their mobile device.
  • 56 percent of respondents said they give their mobile device to their child for entertainment purposes at least once a day.
  • 57 percent of parents have previously downloaded or added an application or a web page on their mobile device for their child to use.

The Mojiva Mobile Audience Guide (MAG) on Parenting garnered more than 200 complete surveys, and was conducted with InsightExpress, a leading digital marketing research firm. This study contains data that is specific to the United States, and was fielded on the Mojiva ad network from August 2011 through May 2012. The full Mojiva Mobile Audience Guide (MAG) can be downloaded via Mojiva’s Mobile Research Center.

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About Mojiva
Mojiva is the mobile ad network that reaches more than 1.1 billion devices globally and represents 8,000 mobile publishers and apps. Through deep and open integration with all major rich media providers and ad servers, Mojiva provides ad agencies with every imaginable mobile media execution across mobile web sites, apps and devices.

Founded in May 2008 and based in New York City, Mojiva is an independent mobile ad network operating under parent company Mojiva Inc., a privately held company backed by Pelion Venture Partners, Bertelsmann Digital Media Investments and Shamrock Capital. Follow Mojiva on Twitter, like us on Facebook or learn more at

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Media Contacts
Mindy M. Hull
Mercury Global Partners for Mojiva, Inc.
Tel. +1 415 889 9977 (USA)
Tel. +31 62 504 7680 (Europe)
Twitter: @mmhull and @MercuryGlobal

Colleen Wickwire
Mercury Global Partners for Mojiva, Inc.
Tel. +1 858 336 1078
Twitter: @cwick