79% of mobile moms use phones in-store

There's a reason why millennials are such a huge focus for retailers, brands and marketers: the vast majority of young mothers are influenced by mobile devices while in stores.

A majority (79 percent) now use their mobile device specifically for shopping while in-store, according to the BabyCenter's U.S. Mobile Mom 2014 Report: Small Screens' Big Influence on Moms' Path to Purchase. The report is the latest installment in BabyCenter's 21st Century Mom Insights series. The pregnancy and parenting Web and mobile destination reveals a significant uptick (26 percent) in mobile's influence on moms buying new products and testing new brands, rising from 47 percent in 2013 to 59 percent in 2014.
Of those who shop in-store with their phones, nearly three-quarters (73 percent) said they used their phone to comparison shop while in a mass retailer, 35 percent in a supermarket or grocery store, and 22 percent in a discount wholesaler.

Mobile moms were most likely to shop for apparel, shoes and accessories (54 percent), followed by toys, books and games for children (43 percent), and food and beverage (38 percent).

The latter category, including grocery shopping overall, also was a significant spark for another type of smartphone use by moms – mobile couponing. More than one in three mobile moms said they used their mobile devices for coupons while purchasing groceries.

This group is also engaging with mobile ads at higher rates if a coupon is included.

Nearly three-quarters of moms polled (72 percent) stated that the inclusion of a coupon was the most appealing feature in mobile advertising, marking a 36 percent jump in this opinion compared to 2013, when just 53 percent of moms said that coupons were important in garnering their interest in a mobile ad.

Mom's also cited interest in knowing if a deal was located nearby, using a barcode to scan for more information and were will willing to access how-to videos showing how to use a product.

Besides using mobile for in-store purchase decisions, moms are also shopping on-device, although they express a greater comfort level buying small ticket items on their phones. Favorite apps, according to the study include Amazon, Target Cartwheel and Retail-Me-Not.

For more:
-See this BabyCenter press release

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