1. MediaPost Publications Look, Mom! It's LoSoPhoMo! 06/29/2011 Page 1 of 3
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Look, Mom! It's LoSoPhoMo! SHAUN QUIGLEY
by Shaun Quigley, Wednesday, June 29, 2011, 7:52 AM Shaun Quigley is VP, interactive
practice area leader for Brunner, an
ad agency and digital marketing firm.
What's a single guy like me know about being a Mom? Zippy. Zilch. Recommend this article. 11
Nada. people recommended this.
Like 4 people like this. Be
Here's what I do know: Moms are driving an emerging trend that the first of your
friends.
combines location-based services, social sharing, and the camera -
- all converged in mom's mobile devices. Said another way, SHARE
LoSoPhoMo:
 The Lo is for local
TOOLS
 The So is for social
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 The Pho is for photo (or video) enabled
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http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=153173 7/5/2011

2. MediaPost Publications Look, Mom! It's LoSoPhoMo! 06/29/2011 Page 2 of 3
 And there are oodles of apps for mobile food ordering (and if you're lucky -- curbside service
-- a blessing to moms everywhere!)
And so it goes. As kids get older, the apps get richer, and developers everywhere rejoice.
The Media Behavior Institute says that Gen-X moms have the least down time of any moms and the
most time spent care-giving. So what do Moms want in apps in light of this insight? We asked one:
"The best apps help me stay organized," says Theresa C., a GenX mother of two, ages five and one.
"I keep my grocery list on Ziplist. I've got the usual suspect apps that help me stay current with
friends on social networks. I've got a few games that keep me entertained while I'm standing in
line at the store. And I've got some specifically for my daughter -- doodling games, learning
games. They come in handy at restaurants."
Theresa isn't alone. Moms everywhere seek entertainment and utility before downloading. What's
more, 25% of the apps they download are for their kids. (For more info about moms and their
apps, follow the conversation at the MomsWithApps group on Facebook. It's a collaborative group
of parent app developers seeking to promote quality apps for kids and families.
Even more interesting for consumer products manufacturers, moms are becoming more dependent
upon their smartphones when they're out shopping. In a Brunner survey, moms reported they used
apps in the store to:
 Compare prices (49%)
 Read product reviews (35%)
 Get and/or redeem coupons (34%)
 Review nutritional information (31%)
Smarter, faster indeed. There's no question, apps are where it's at (today). But if you're a brand or
a developer that's creating an app specific for mom, remember your LoSoPhoMo. The best apps
today include at least one or more of these features.
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