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BizReport : Mobile Marketing : June 18, 2013

Mobile offers, coupons big draw for Dads

As coupon-clipping moves into the mobile arena, dads are overtaking mothers when it comes to taking advantage of deals delivered to their mobile devices, according to a new poll from Placecast conducted by Harris Interactive.

by Helen Leggatt

Of the 2,072 U.S. adults surveyed, more fathers (58%) than mothers (46%) were found to have taken up an offer delivered to a mobile device, putting 'digital dads' in the firing line for more mobile targeting.

Are you surprised by these findings? Placecast CEO Alistair Goodman isn't. "It really makes sense, because men from 18-34 have historically been early adopters [of] new tech, and those ages overlap with the dad demographic."

In fact, as per recent Pew research, in 40% of households women are now the primary breadwinners, with men staying home to look after children and, increasingly, manage household budgets.

"We always used to speak of women as the primary household shopper and heavy user of coupons, but dads today are researching, responding to and redeeming all manner of promotions via their phones and tablets," said Kathryn Koegel, an analyst for the research. "We know that men in the millennial group are taking on broader responsibilities in parenting, not the least of which is shopping for their families."

Other findings from the survey include:

- 69% of fathers who have mobile devices and don't already receive mobile alerts say they are at least somewhat interested in opting-in to receive them, compared to 42% of men without children in the household;

- 53% of 'digital dads' (who are at least somewhat interested or already receive alerts) said they would recommend a store to others, compared to just under half of the moms (48%);

- Four out of 5 'digital dads' would find location-based mobile offers at least somewhat useful, with dads having a very slight lead - 81% of dads versus 79% of moms;

- Parents are significantly more interested in the convenience of local offers than those without kids in the household, of which 55% said that local mobile alerts would be useful;

- 55% of dads have a tablet, compared to 39% of mothers, and just 30% of those without kids in the household.

Image via Shutterstock

Tags: coupons, demographics, family, mobile marketing, smartphone, trends

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