Small business owners know that mobile needs to be included in their marketing strategy, but the question is how to do it effectively. Although mobile device usage is increasing among almost all population groups in the United States, an eMarketer study has found that one demographic in particular is using smartphones and tablets at significantly higher rates: Parents of children under 18.

According to the research group's November 2013 survey, 57 percent of all American internet users owned a smartphone, but among parents the number was 74 percent. The group with the highest mobile device usage is among parents with kids age three to five, as 84 percent of them had either a smartphone or tablet. 

The eMarketer poll also asked users about their smartphone activities and while parents and non-parents called and texted about the same amount, that was where the similarities stopped. Individuals with children were found to be more likely to use email and social media, play games and shop on their smartphones than non-parents. Interestingly, parents are more likely to take photos with devices, but both groups share pictures across social media at similar rates. 

Small businesses that offer products and services  to meet the needs of individuals with children at home should consider mobile marketing tactics. The parenting community may be receptive to advertising and communication from companies that understand that they are busy and desire convenience. 

Business owners interested in staying up to date with marketing trends should consider partnering with a mobile ad agency like Key Media Solutions.