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BizReport : Mobile Marketing : May 12, 2011

Study: Moms turning to mobile while shopping

When it comes to moms, mobile is the way to shop. Now, most aren't technically shopping from mobile devices - although some are - but they are using mobile devices to find store locations and to compare prices according to a new Greystripe report. The study finds that nearly half of moms (45%) are using smartdevices to find store locations and 36% are using them for price comparisons.

by Kristina Knight

"Smartphones have become the super tool for moms on the go," said Dane Holewinski, Director of Marketing with Greystripe. "The majority of moms with smartphones are using those devices for their day to day tasks especially shopping, making them the ideal target for advertisers."

The study found that 66% of moms are now using mobile devices while shopping. Here are some of the ways:

• 55% of moms are influenced to buy products due to advertising
• 91% prefer free apps with ads to support, as opposed to paid-for apps with no advertising
• 32% use mobiles to create and house shopping lists
• 21% use smartphones to look up recipes
• 45% use smartphones to locate nearby stores
• 36% use mobiles for price comparisons
• 31% use smartphones for product research

The Greystripe report surveyed more than 230 women with children using iPhone and iPod Touch devices as well as Androids. Those surveyed were in the Greystripe network.

Overall more than 234 million Americans are in the mobile space with most either texting or using mobile browsers to connect. Consumers are also downloading apps (37%) and accessing social networks (27%) and playing games (25%).

Tags: Greystripe, mobile ads, mobile commerce, mobile marketing, mobile phone, mobile shopping, smartphone

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