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Similarly, on iPad moms spent about half their time in games, but on iPhone, that percentage drops to a little less than a third of their time. On average, half or more of the time they spend in apps is spent on social networking and game apps. We hope this post gives brands and developers a better idea of where the coveted American Mom is most likely to be during mobile time, and what is capturing their attention. Our analysis for this post relies on iPhone, iPad, and Android app usage during May of this year for a large sample 24, of American-owned smartphones and tablets. Second, surveys show that women in general skew toward iOS devices. So what can we infer about American Moms based on their app usage?

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For one thing, it appears that they use smartphones and tablets as a refuge from their busy lives.

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Moms are using their devices to help them achieve personal goals and possibly to educate their children. Unsurprisingly, moms are also heavy shoppers. Compared to other American device owners, moms are enthusiastic users of tablets. Apps are telling — they signal our personal tastes and interests.

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