Study Shows Which Mobile Ads Get Millennial Moms’ Attention 77% of U.S. mothers respond to pics of babies

Today, Johnson & Johnson’s BabyCenter and the Interactive Advertising Bureau’sMobile Marketing Center of Excellence is releasing a study that dives into how young moms—18 to 32 years old—in the U.S., Brazil, Canada, China and the United Kingdom use mobile devices and respond to advertising.

Millennial moms in four of the countries (the U.S., United Kingdom, Canada and Brazil) favored ads with a money-saving incentive—like a deal or sale—versus a promo targeted to their age or life stage. Meanwhile, moms in China were equally responsive to both types of digital ads.

Moms were also shown specific kinds of creative ad content. Images of babies were most likely to grab a their attention, followed by pictures of families and moms holding babies. (The results below show the percentage of U.S. moms who responded to various photos).

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