Study: How mobiles are influencing moms

The path to purchase for American moms is littered with mobile devices. That is the takeaway from a new BabyCenter report which shows 79% of moms are now using smartphones for shopping purposes - looking for coupons, researching product details, etc. - while in-store. Of those who use mobile devices in-store 73% are comparing prices between major retailers while about one-third (35%) are comparing grocery/supermarket prices.

"Black Friday may be around the corner, but these findings prove that marketers and retailers need to be focused on mobile all year round," said Julie Michaelson, Vice President of Sales, BabyCenter. "Moms are becoming more savvy about leveraging their smartphones while shopping, and advertisers need to follow suit. Mobile is no longer a 'good to have' but a 'must have' when it comes to reaching Mom while she's considering what, when, and where to buy."

Some interesting findings from the report include:
• 72% of moms say mobile coupons are the 'most appealing' offers in mobile ads
• 53% say mobile coupons pushed their interest in mobile ads
• 30% said local/nearby deals increased their interest in mobile ads
• 23% said the ability to scan barcodes for more information increased their interest
• 23% said they would like the ability to use GPS pinpointing to find local stores/deals

Image via Shutterstock

Tags: BabyCenter, e:commerce, m:commerce, mobile marketing, mom marketing