It’s no surprise to see market research focused on moms. Aside from making personal purchases, moms are making important family purchases every day of the week. A recent study conducted by BabyCenter.com highlights growing trends among on-the-go mothers and reveals how they are using their mobile devices to make smarter and more convenient purchases.  

According to the report, moms are using their mobile phones to complete purchases 33 percent more often than they were just last year. This might come as no surprise—after all, nearly every demographic has shown growth in mobile purchasing. 

Of the 1,100 respondents to the survey, 70 percent report having used mobile while shopping inside a brick-and-mortar store location. Moms are doing this for several reasons, most of which focus on saving money.

Using Mobile to Save 

Some of the ways moms use mobile in-store to save money include searching the Internet—56 percent report doing this —and comparing prices at other retail locations. 

More than half of the respondents reported the use of a retailer app and 61 percent use mobile coupons. 

One of the most notable discoveries is that moms are using mobile to scan. They’re scanning to get coupons, and they’re scanning to compare prices, possibly with apps like RedLaser or similar QR code scanners. The big takeaway here is that moms are 55 percent more likely to make a purchase after scanning an item. 

For physical stores, as well as online retailers, streamlining a mom’s mobile experience should be high on the priority list. Fifty-nine percent of moms said excessive typing hinders effective mobile purchases. Four in 10 moms agree that a one-click purchasing button would increase the likelihood of them making purchases via mobile. 

“Streamline the process and offer special deals in-store; brands can sell more by connecting directly with moms on-the-go,” said Julie Michaelson head of global sales at BabyCenter.  

The use of mobile while shopping in-store is a great way to interact with a mom who is already positioned to make purchases. It can also build strong loyalty with customers who perceive value in mobile activity.  

Moms are among the savviest shoppers; using mobile to reward money-saving activities is a smart way to reach moms and reward them for doing all the hundreds of things they do each day for their families.
 

About the Author

Jeremy Pollack has a B.A. in English from USC and has been writing professionally since 2001. He is the founder and editorial manager of Compelling Content Solutions, A copy writing and content marketing services company.