Mobile advertising firm Greystripe has published a new study of 'iPhone moms' - a demographic that it claims makes up 29.5% of all iPhone users.

Insights include the stat that 59% of them let their kids use their iPhone, and 41% download apps specifically for their children.

That'll encourage the many developers focusing on child-friendly apps and games, of which there's been a spike in recent months.

Meanwhile, Greystripe's survey claims that 90% of iPhone moms use their device for personal entertainment - music, entertainment apps or web browsing - while 60% use it to find nearby shops.

The point behind this research is to convince more brands to target mums with their mobile advertising, rather than assuming that iPhone users are all geek-hipsters.

It's a counterpart to research released last month by Scarborough Research, which claimed that US working mothers are more likely to download content to their phones.