From your friends at Research That Delivers Results
Just because Mom’s are becoming more mobile-ly engaged doesn’t mean
you can your Mom a text message instead of a Mother’s Day Card. In fact,
if you are just thinking about the card now, you’re going to have to priority mail something or shell out the cash for flowers or one of those edible arraignments. As an Ode to Moms everywhere, today’s post will feature new research on the Mom market and some of their mobile activities. But true to my own words, I already sent the card.
● On average, there are 4 million babies born in the US every year. Average spending on a new baby is roughly $10,000 – $12,000
● Women raising young children made up over 20% of the total population
● Over 85% of Moms or Moms-to-be own smartphones
● Smartphone ownership among Moms has increased by 34% in the past 2 years
● 90% of millennial Moms have texted a photo of something they intent to buy to get someone else’s opinion
● Nearly 60% of Moms have used their phone to find store hours and locations
● 55% of Moms have used their mobile devices for social media activities
● 44% of millennial Moms made a purchase on their smartphone in the past week
What This Means To You
Mommy = Money.
The annual spending power of Moms is estimated at $2 trillion.
That doesn’t count the amount of influence Moms have on other purchases.
With that much discretionary spending, retailers should throw Mom’s a second holiday as a thank you. Virtually every business can benefit from the extra attention of Mothers.
Things like a loyalty program specifically for moms could prove very lucrative. Moms tend to share and are influenced by the opinions of other moms. This makes mobile and social very important in creating a loyal mom customer base. Tomorrow we’ll look at the effect of social media on moms. For more information on finding new opportunities with target audiences, please contact:
Sources: MediaPost; BabyCenter
Last week, we posted research on how often and how much moms rely on mobile devices to get through their busy day. If Mick & Keith would have written “Mother’s Little Helper in 2013, it would most certainly been focused on smart phones vs. amphetamines. Although, it’s becoming apparent that while mobile devices are narcotic in nature, they are extremely addicting. Today, we’ll explore the types of things moms are shopping for and researching with mobile devices.
●The top item researched or purchased via mobile device among moms was clothing – either for them , the kids or other family members. 56% of moms responded that way
● At nearly 50%, beauty products came in
● Just over 40% of moms shopped for household products via mobile device
●Nearly 4 in 10 shopped for does on their tablet or smartphone
●Over 30% looked for children’s items from diapers to formula to school supplies
●over 20% looked for jewelry
What Does This Mean To You?
Moms are shopping for a variety of goods on their mobile devices. Considering that these shopping habits are item based vs. store based, your business has a chance to compete with larger companies and regional powerhouses. The first step in making sure you are competitive is your search strategy. The vast majority of shoppers don’t search beyond the first page of search listings – in fact most don’t go beyond the first result. So just sitting back and hoping you come up at the top is not a wise practice. Investing in a robust search strategy can keep your name on with bigger competition.
You may also want to investigate reduced or free shipping once a customer reaches a certain spend amount. Also look into discounts for signing up for a loyalty program. The key is to make it fast and convenient for the shopper. For more information on developing a bigger mobile revenue stream, please contact:
Source: eMarketer; Alliance Data