Games company WildTangent has released the results of a new study, measuring the time mothers (both current mothers and expecting mothers) spend playing mobile games on smartphones and tablets. The study, conducted with research firm Interpret, LLC, found 80 percent of mothers play games at least once a week on a smartphone or tablet device, with 68 percent of pregnant women playing games multiple times each day.
The study gathered data from 1,000 women across four groups: expectant mothers, mothers with infants, mothers with toddlers, and mothers with children aged 5-17. It found 47 percent of mothers multitask, playing games while they also watch TV, with 77 percent of respondents being fans of matching puzzle games.
Since they (in theory) have more time on their hands, expectant mothers were found to play for an hour longer each week than mothers with infants. However, 76 percent of those mothers with infants said they play games while their children nap throughout the day. Finally, 58 percent of mothers with toddlers said they play games to relax when feeling stressed, while 55 percent of mothers with infants play games when they’re bored.
When measuring the impact of mobile advertising, the survey found 37 percent of mothers with kids aged 5-12, and 34 percent of expectant mothers, purchase items from brands they see advertised during their mobile gameplay.
“As the mother of a toddler, I often play games during my free time, especially during the holidays when my family tends to get the latest devices,” said Liz Wehden, director at WildTangent, in a statement. “WildTangent Games offer mothers a huge selection of quality, age appropriate games to play either on their own or along with their kids.”
More information on WildTangent’s games is available here.