Tech-savvy moms continue to steer consumer shopping trends and adjust household spending behaviors, keeping retailers on their toes. More than half of moms use retailer apps (compared to a third of the general population), while 38% use apps for product reviews (compared to just 22% of the general population).
As mobile research and shopping grows, moms appear to be becoming more selective about which apps they use, the research shows. Across all categories, retailer app usage is up, while apps for deal sites, price comparisons, coupons, and barcode scanning are down.
Altogether, 47% of moms look up prices online while in-store, a full 72% report visiting retailer and shopping Web sites on their mobile phones, and a third use mobile to help decide where to buy specific products and services.
Nine out of 10 moms report noticing ads on their smartphones; 25% admit to clicking through for coupons. More than half of moms say the most appealing feature of mobile ads is a coupon offer, while nearly a quarter expressed appreciation for ads offering nearly deals.
In just two years, moms have increasingly taken to mobile for every part of the purchase funnel. Getting product ideas via mobile is up 125% since 2011; product recommendations via mobile is up 147% during the same period; comparing product features is up 133%; comparing product prices is up 114%; finding coupons and deals is up 118%; and deciding where to buy products is up 125%.
81% of moms reported use their smartphones to help manage their day. This is up 212% from 2011. Moms are also using tablets more often these days. The report found that tablet usage more than doubled last year, jumping from 29% in 2012 to more than 60% in 2013.
Moms research a variety of products on their phones, but buy different categories than they research, Research Now and BabyCenter found. For instance, 76% of moms research food and beverages with their smartphone (nearly twice as many as the general population), but only 14% have clicked to buy.
A key category for online purchases is apparel, BabyCenter and Research Now report. More than half of moms have researched clothing, shoes, or accessories with their smartphone, and over a third have made a purchase.[Source: Survey conducted by Research Now/BabyCenter.com. 21 Oct. 2013. Web. 1 Nov. 2013.]