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BizReport : Mobile Marketing : October 27, 2009

Moms use iPhone as key shopping tool

Wired women are becoming an increasingly popular demographic for marketers to target as this traditionally slow-to-adopt segment empower themselves with new technology. More recently, mobile marketers have been focusing their attention on a growing segment of this demographic - the iPhone Mom.

by Helen Leggatt

Greystripe logo.gifBy studying the behavioral characteristics of moms in their iPhone ad network, Greystripe was able to discern some interesting information on how this audience segment, which accounts for almost 30% of all iPhone users, uses the iPhone to shop.

Moms hold the purse strings in many households with 40% being the sole decision maker on household purchases. The Mobile Advertising Insights Report (.pdf) found that iPhone Moms rely on their devices for several shopping tasks including:

- locating the nearest store (60%)
- keeping track of shopping lists (42%)
- comparison shopping (40%)
- keeping track of sale items (23%)
- downloading coupons (19%).

The survey found that even in-store the iPhone plays a role for moms with 40% using it as a shopping list reference and 23% using it to source recipes.

But women don't use their iPhones purely for household chores. Far from it. Nearly all of them (94%) download gaming and entertainment apps, some of which are downloaded for their children, about three-quarters download music and 50% participate in social networks while on-the-move.

To delve deeper into the psyche of an iPhone Mom, check out the popular blog aptly named "The iPhone Mom".

Tags: coupons, entertainment, gaming, iPhone Mom, music, shopping, social

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