News

May 13, 2011

Two Thirds Of Moms Shop With Their Smartphones

by Judge Graham

Mobile, Shopper Marketing

According to Mashable; Two Thirds Of Moms Shop With Their Smartphones

Most smartphone-wielding mothers put their phones to work while they shop, according to a survey by mobile ad network Greystripe.

In a survey of 239 mothers, whom Greystripe recruited using mobile banner ads in its network, 66% acknowledged that their smartphones play a role in their shopping trips.

Around 45% said they use their phones to locate the nearest store. The next most common use of smartphones was to compare prices. Only 15% of the women surveyed said they actually made purchases using their phones.

Since Greystripe has an interest in portraying mobile phones as an excellent place to target mothers while shopping (women make the majority of household purchase decisions, and this makes them a favorite target of the advertisers Greystripe courts), it’s not the most reliable source of research on the topic.

Other research about mobile phone marketing and women has shown more varied results. Last year, a company conducted mobile shopping survey of 1,600 women that found 94% of them were interested in more mobile shopping and mobile marketing.

In the same month, social network SheSpeaks conducted an online survey of similar size that found only 10% of women have downloaded any shopping-related applications to their mobile devices, and 62% are not even interested in doing so.

For now, whether mobile phones are indeed the key to reaching women depends largely on which indicator — shopping app adoption, interest in mobile, reference during shopping trips — you believe proves it.

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