Young mothers – say ages 18 to 32 – are a hot demographic that many advertisers would like to woo, so what types of ads do they actually respond to? According to a new study, when it comes to mobile ads, Canadian mothers are more likely to click on images of babies.

Adweek is sharing the details of a collaboration between Johnson & Johnson’s BabyCenter and the Interactive Advertising Bureau’s Mobile Marketing Centre of Excellence. The study looked at the ad-tapping habits of mobile Moms in four countries – the U.S., Brazil, the U.K., and Canada. Here’s some of the highlights:

  • Only 15 per cent of Canadian Moms say they trust native ads, compared to 20 per cent in the U.S. and 36 per cent in Brazil.
  • When it comes to what type of photos U.S. Moms responded to, baby images got 77 per cent, while running on the beach gets only 20 per cent.
  • Millennial Moms spend 2.8 hours per day on smartphone or tablet devices, which is more than they spend even watching TV.

Millennial Moms rely on mobile devices

Thinking about how to target your most-desired demographics is always a worthwhile exercise for marketers. When it comes to young Moms, it looks like they are just about as inseparable from their smartphone as they are from their kids.