On-demand service and sharing economy applications are missing out on a significant revenue opportunity by not targeting mothers in advertising campaigns, with many claiming they are interested in, but unaware of, these companies, according to a new report.

BabyCenter?s report, US Mobile Mom 2015: The Sharing Economy, reveals that services such as Uber, Rent-the-Runway and Handy are a good match for mothers whose schedules are jam-packed, with 60 to 70 percent of respondents interested in household chore help. However, moms are absent from current advertising for these brands, which is leaving the potential consumer base in the dark about these products, with about 33 percent claiming they were not acquainted with sharing economy apps.  

?Sharing economy services are missing out on an ideal demo, moms,? said Julie Michaelson, head of global sales at BabyCenter. ?A great number of those we surveyed said they would be interested in these types of services. 

?In addition, those that have actually used one or more were quick to say that these on-demand apps help simplify their hectic daily lives,? she said. ?While moms showed a clear interest in the concepts behind many of the sharing economy apps, our research showed that many moms, both in top DMAs and outside those areas, do not even know about the existence of the ones already in the marketplace. 

?Our study spotlights a real disconnect and missed opportunity for these services to grow, one that could be rectified if these companies better marketed to moms.?

The report shows that moms of today are busy and are constantly connected to their smartphones, meaning that the variety of economy sharing apps that have become popular pair well with this demographic.

These services include clothing rental, ride sharing, parking assistance, cleaning services, household chores, vacation rentals and shopping delivery, 57 percent of outside major market moms claimed to be interested in these services. 

Mothers outside major markets are more aware of vacation rentals and ride sharing services, with only 18 percent being oblivious to ride-sharing and 35 percent for home rentals. However, for household chores, cleaning services, clothing rentals, on-demand beauty and parking assistance, more than 50 percent of moms were unaware for these categories. 

?Today's mom is digitally savvy and managing her life, and that of her family, with smartphone in hand,? Ms. Michaelson said. ?Retailers and brand marketers should look at this report with an eye towards leveraging moms' interest in sharing economy services that simplify their lives, especially with outreach that targets mobile. 

?The opportunities for marketing alignments are plentiful, tying stores and products to on-demand utilities which would resonate with moms,? she said.