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BizReport : Mobile Marketing : June 22, 2015

The differences between how Millennial moms and dads use mobile to shop revealed

Location-based mobile platform Retale analyzed the mobile shopping habits of Millennial moms and dad and found they use mobile differently during shopping trips, particularly when it comes to checking coupons and deals.

by Helen Leggatt

Nearly all (85%) Millennial parents are armed with their smartphone when out on a shopping trip with an equal number using them to prepare for and help them during that trip - 86% and 84% respectively.

However, when they are out and about they use their mobile devices differently. The top uses for dads are checking product reviews (53%), comparing prices (52%) and finding nearby store locations (50%). For mums, however, the top activities are all price-related. Two-thirds (66%) search for coupons and deals, 62% use their mobile to access stored coupons and 62% compare prices.

Just 49% of dads used their mobile device to search for coupons or deals and 44% to access stored coupons.

"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."

However, when presented with coupons or deals received by their smartphone while in or near a retail location, both moms and dads were likely to make a purchase (76% and 64% respectively).

"Deals remain a huge driving factor in making a transaction happen," added 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: Millennial, mobile marketing, mobile usage, parents, research, shopping

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