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BizReport : Ecommerce archives : April 30, 2013

Mobile is mommy's little helper

A new survey from Alliance Data Retail Services adds more weight to previous research that shows many Moms are tapping into their mobile device for help juggling their busy lives.

by Helen Leggatt

The Alliance Data Mobile Moms Retail Survey, conducted online in March this year among 439 Moms with at least one child, measured the attitudes and opinions of female store-branded credit card holders about their mobile devices.

The survey found that moms are quick to use their mobile phones to shop as opposed to driving to a store. In fact, 29% said the main reason they use their phones to shop is because it's quick and easy.

"Mobile commerce is an important tool for everyone, but especially for moms, as it provides yet another way to help them multi-task their way through the day as they continue to make buying decisions for the household while juggling the rest of their to-do lists," said Melody Gintert, senior manager, market intelligence for Alliance Data Retail Services.

Nearly all (96%) Moms agreed that they like receiving text messages (52%) or email (44%) from their favorite retailers about special offers and new products. These messages also serve to keep Moms engaged with retailers and encourages in-store or online visits.

Over a third (36%) of Moms used apps to shop, and 19% interacted with QR, or 2D, codes.

Clothing was the number one product category in which Moms used mobile to research and shop (56%), followed by beauty (47%), household, toys and jewelry.

Earlier this month, the BabyCenter 2013 Social Mom Report found that 91% of Moms now use social media regularly, and they are four times more likely to check social networks via their mobile device (89%).

Image via Shutterstock

Tags: brand marketing, ecommerce, email, mobile, mobile commerce, Moms, retail, SMS

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