NEW YORK: "Connected moms" are increasingly using smartphones and tablets to make purchases, according to a report by mobile ad network Mojiva.

Figures from the new research, reported by Techcrunch, indicated that mobile web usage among US mothers who own connected devices has increased by 40% since 2009. Moreover, 62% of the group uses shopping apps to research brands and make purchases.

These connected moms spend an average of 6.1 hours per day on their phones, a figure higher than the amount of time spent with TV, magazines or newspapers.

Demographically, a 60% majority of smartphone-owning mothers are between 25 and 44 years old, while 40% have a university degree. 

Moreover, a total of 46% of connected moms took action after seeing mobile ads, while the same proportion said they would be willing to have location-based communications about brands sent to them while they were out shopping.

Elsewhere, approximately 28m moms own a tablet. Mojiva's survey of 1,500 tablet owners found that 97% had used it to make a purchase in the last month.

Engagement on these devices was significant as well, with the average user logging ten hours per week on her tablet versus just two hours on a PC.

Roughly 50% of connected moms are active social media users. Of these, 81% are fans of a brand's official social media profile.

Mobile moms represent a potentially valuable demographic for advertisers, with a collective annual buying power of $2.4tr in 2011.

Data sourced from TechCrunch and Mojiva; additional content by Warc staff