67% of parents are concerned about the amount of time their kids spend on devices. Related Data Searches for parenting/family-related apps, such as "allowance and chores app for kids" and "brushing teeth app for kids free," have grown 65% YoY. Mobile searches with "should I ______" have grown over 65% in the past two years, including “what should I invest in” and “should I invest in ___”. Moms are significantly more likely than dads to use smartphones. There has been 49% YoY growth in baby-related how-to searches on mobile. 63% of smartphone users are more likely to purchase from companies whose mobile sites or apps offer them relevant recommendations on products they may be interested in. 51% of smartphone users are more likely to use a company or brand’s mobile app when browsing or shopping on a smartphone because they can get rewards or points.