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BizReport : Ecommerce : June 18, 2015

Survey: Millenial moms, dads using mobile in-store

According to one new report Millennial parents are using mobile in ways that are different from other demographics. Those differences could make mobile a better engagement ground for retailers and other brands.

by Kristina Knight

Most Millennials moms and dads are using mobile devices while in stores to help them make purchase decisions (85%), that is the takeaway from new Retale data which shows dads are most likely looking for product reviews, comparing prices or finding nearby locations while moms are most likely searching for deals/coupons, accessing already saved coupons or comparing prices.

"Millennial moms and dads use their mobile devices to support brick-and-mortar shopping in different ways," said Pat Dermody, President of Retale. "However, despite varying preferences, it is clear that to meet the demands of both groups, retailers and retail service providers must lean heavily on mobile to compel online-to-offline engagement and sales."

Some interesting findings from the report include:
· 85% of all millennial parents use smartphones to help them shop in-store

· The #1 activity dads use mobile for? Check reviews (this was dead last for moms)

· The #1 activity moms use mobile for? Search for coupons or deals (this was #5 for dads)

· 40% of millennial moms and just 22% of millennial dads never shop without a deal

· Moms are 12% more likely vs. dads to buy if pushed a deal in or near a store

"Deals remain a huge driving factor in making a transaction happen," said Dermody. "Shoppers are always connected and always on, and retailers must use every channel to their advantage to get them through the door and through the checkout line."

Image via Shutterstock

Tags: ecommerce, M:Commerce trends, mobile commerce, mobile marketing, Retale

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