Mobile moms are hot for content, claims report

Well, they are if they're working, anyway.

The latest demographic group that an analyst thinks the mobile content industry should be targeting? Working mums.

Sorry, 'moms' - since Scarborough Research's research was conducted among American women who work full-time and have one or more children at home.

It claims that not only do they have a higher monthly mobile phone bill than the average user - $94 versus $78 - but that they are also 42% more likely to download content to their phones.

Scarborough suggests this may be an opening for mobile marketing campaigns. "The Working Mother is the gatekeeper for purchases related to clothing, feeding and making a home for her family," says SVP of agency services Howard Goldberg.

"Her high spending on cellular services together with her propensity to download content via her cell phone imply that mobile marketing could be an important platform for reaching her with product announcements, offers and other promotions."