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41% of iPhone Moms Download Apps for their Children, According to iPhone Advertising Network Greystripe’s Q3 Advertising Insights Report


New findings on shopping and mobile lifestyle also included in report

SAN FRANCISCO, Calif. (October 26, 2009) -- Greystripe, the leading mobile brand advertising network, released their quarterly Mobile Advertising Insights Report, detailing behavioral characteristics of moms in their iPhone ad network. Among the recent findings, Greystripe reveals new information about the the ‘iPhone mom,” a term that Greystripe coined to describe this unique audience segment.

Greystripe’s Advertising Insights Report showed that over 59% of iPhone moms surveyed report that they let their children use their iPhone with 41% downloading entertainment applications 20% downloading educational apps specifically for their kids.

iPhone Moms and Shopping
Close to 60% of iPhone moms depend on their phone to locate the nearest store around them; 41.94% use the iPhone to keep track of shopping lists and 39.43% use their iPhone to comparison shop. Other shopping activities include downloading coupons (19%) or keeping track of items on sale (22.94%). When it comes to actually shopping at the grocery store, a little over half of iPhone moms use their phones at the grocery store, with 40.14% using it as a shopping list tool and 22.58% using it as a recipe resource at the store.

On average, 89.25% of moms who own iPhones use their phone for entertainment purposes, whether this is listening to music, browsing the Internet or using various entertainment apps. Email comes in at a close second place; 79.57% of iPhone moms reported using their phone for checking messages. Over 64% of iPhone moms use their phones for managing their calendar and schedule, which is 9% higher than the rest of the iPhone community as a whole.

“Children and family focused iPhone applications are gaining in popularity and have become big business,“ said Jason Petralia, CEO of People Operating Technology, a New York-based iPhone application publisher. ”We’re happy that Greystripe is pioneering research into this market.”

"With our Q3 report, we hope to shed more light on the iPhone mom’s lifestyle and what content and apps are most relevant and useful to her and her family,” said Michael Chang, CEO and founder of Greystripe.

This study can be found at the following URL:”

About Greystripe

Greystripe is the rich media mobile advertising network. Greystripe’s product suite enables brand advertisers to communicate their brand message with a unique mobile audience, publishers to gain advertising revenue by serving ads through their games, and consumers to play high-quality games for free.

Greystripe’s in-game advertising system is protected by a broad array of patents pending and currently serves ads into more than 1,000 game titles from over 400 publishers supporting over 1,400 handset models. Greystripe reaches millions of mobile game players by powering over 180 Catalog distribution partners, through its online portal, on the mobile Web at, and through the iPhone App Store. Greystripe was named an AlwaysOn OnMedia 100 winner in 2009, AlwaysOn Global 100 winner in 2008, Red Herring Global 100 winner in 2007 and the Under the Radar Best in Show: Mobility winner in 2006.



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