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BizReport : Mobile Marketing : May 05, 2010

Women want the mall on their mobiles

Retailers not yet on the mobile bandwagon really ought to hop on, particularly as women charge ahead in their use of the mobile Internet in their day-to-day lives - particularly when it comes to shopping.

by Helen Leggatt

According to a new survey by miBuys, women want the entire mall on their mobile. Such is their desire for retail promotions that women are keen to try out all sorts of mobile phone services.

"This research sends a clear message to advertisers that women are already engaged and eager to explore new mobile services. It also supports our belief that mobile phones and devices can already play a significant role in connecting retail brands with their customers," said Mark Bamber, CEO of miBuys.

Despite the majority of promotions currently in circulation centering on food and dining related activities, this isn't the most attractive to women. Unsurprisingly perhaps, retail is top of the type of offers women are interesting in receiving on their mobile phones (53%) followed by concerts/events (21%), dining (16%) and cinema (7%).

"It is perceived that women are only just embracing mobile services, but the truth is they're already well beyond this point and now want access to the entire high street through their phone," added Bamber.

Further findings from miBuys' "What Women Want" survey include:

- 84% have noticed advertising while browsing the mobile Internet

- 57% have clicked on a mobile Internet ad

- Over three-quarters use coupons or discount vouchers all or some of the time

- 68% would be interested in receiving vouchers or coupons via their mobile device

- 86% have mobile phones on a contract basis

- 87% feel the need to "always be connected" and would feel lost without their mobile phone

Tags: e-commerce, m-coupons, mobile advertising, mobile marketing, online retail

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