Moms and Smartphones – Relieving Stress
Now that the back to school crunch is over and the kids are back in school, I wanted to see if the growing proliferation of mobile devices would have any impact on shopping behavior.
I came across a survey sponsored by the IAB’s Mobile Marketing Center of Excellence. It turns out, back-to-school shopping is stressful. (I am sure this will come as a complete shock).
The survey revealed that 85% of moms with smartphones used their device to help relieve some of the stress.
Moms Use of Smartphones for Back-To-School
According to the survey, taking pictures was the number one activity at 40% of all moms. I can see it now… mom taking the celebratory picture of the 1.3 ounce pack of glue sticks finally found in the 5th store visited.
33% of all moms use mobile devices to communicate with teachers and to organize family calendars. Peer sharing is significant; 28% shared relevant information with members of their social network.
Joe Laszlo of the IAB suggests that mobile marketers consider a diverse approach to reaching these audiences. He believes a combination of paid and earned media is necessary to ensure you are listening to conversations about your brand.
Moms Back-to-School Mobile shopping
25% of moms surveyed go online to find coupons and store discounts; if you narrow the audience to smartphone owners only with 2 kids, the number jumps to 49%. The number of school age children appears to impact shopping behavior with 36% to 39% using their phones to shop online. The evolution of both the mobile payment process and mobile shopping apps has facilitated the mobile shopping experience.
Preschool Moms Mobile Activity
The study found a correlation between the age of the children and the reliance on mobile media; specifically the younger the children, the greater the reliance. Guess the old adage may be true that the older the kids get, the more challenges you face; those moms with toddlers and preschoolers that can still be strapped and contained in carts may just have a few more minutes and hands-free to use the smartphone while in the store with their less mobile preschooler.
Moms with pre-school children were much more likely to share on their social networks (41%) than were parents of elementary school children (32%). Mobile calendaring was more prominent among those with pre-school children (48%)
Parents Use of Mobile for Back-To-School Shopping Reveals Trends Marketers Should Pay Attention To
Uses of mobile and social platforms are becoming increasingly important factors in back-to-school shopping. There are many opportunities for brands to take advantage of these emerging trends.
While the survey numbers are significant, they are also diverse. Brands that want to be effective in this space will do well to focus on the needs of different segments and create relevant content and tailored offers to entice these mobile savvy consumers.
As the younger digital native moms and dads turn to their social networks and technologies, their expectations will be high. They will know how to leverage their networks to research products and deals; then they will share this with their peers.
Marketing to Parents
Here are a few tips to help reach this growing audience:
- Make sure all web assets are mobile friendly.
- Align online and offline channels because consumers are likely to access your online asset while they are in the retail store.
- Consumers are looking for deals and discounts, so clearly display your offers with simple instructions.
- Be sure consumer facing associates are aware of offers.
- Make it easy for consumers to share with their social networks. This can be as simple as adding social media share buttons to your site content.
- Listen; monitor online conversations for potential issues and opportunities.
- Establish internal connections between touch points and encourage sharing of ideas and challenges; then create actionable responses.
How have you incorporated mobile into your shopping behavior? What would you tell a retailer to do differently?