March 26, 2013 § Leave a Comment
Here are some of the results important for marketing to moms – and dads:
Men shop around too. An equal amount of Moms and Dads, 78% and 76% respectively, shop at more than one grocery store weekly. Most make the extra trip for the best sale prices.
Smartphones are the tool of choice. Almost 60% of moms have a smartphone, compared to 44% in 2011. It is certainly the primary organizer of life. The report shows Moms are playing games (64%), looking up stores/locations (58%) and finding nearby restaurants (50%).
Baby wants a smartphone and a laptop too! Of course, you know children won’t even know how to turn pages in a magazine or a book. 43% of Moms report their children start using a laptop or desktop at 3 – 6 years, and 25% of Moms say that’s when they start using a phone or tablet.
What are the trends behind these facts?
Multichannel Shopping. Consumers are challenging retailers and brands to keep up with their multichannel shopping behaviors. Two-thirds of all shoppers regularly use more than one channel to make purchases. While the Mom report is talking about physical grocery stores, many are shopping online, warehouse stores, farmers markets, specialty stores and grocery stores to fill their pantries. Some 70% still use bricks and mortar stores, but 47% are online. And all research begins online before those “reality” shopping trips.
Life on a Smartphone. We just feel smarter with a smartphone. Nielsen says in their 2013 Mobile Consumer Report that 61% of all adults have a smartphone and 94% have some type of mobile phone. Of course, we don’t actually talk on our phones. We send and receive an average of 764 text messages versus 164 calls sent/received on our phones. We use our phones for a variety of activities – email, music, shopping, location services and internet browsing.
Digital Children. Hilary DeCesare, a cyberbullying expert and CEO of kids’ social networking site Everloop, thinks in an increasingly digital world, it’s important to expose children to different technologies early so that they are prepared to adapt and thrive in more advanced professional settings. The digital expert thinks kids as young as 2 can benefit from tablet use, as long as the parent “is monitoring what [the] child is watching.”
November 17, 2012 § Leave a Comment
I bought a Kroger gift card this week for a Thanksgiving gift. I bought a Visa gift card the week before for a baby shower gift and another as a wedding gift. And as I think about it, I probably buy them more often that I realize. Seems many others are buying them as well.
The National Retail Federation’s 2012 holiday consumer spending survey shows that 81.1% will purchase at least one gift card. We will spend an average of $156.86 on gift cards, the highest in the past ten years of the survey.
We want to receive gift cards. A growing number of us would rather have a gift card than a gift. Six in ten (59.8%) say they would like to receive a gift card, up from 57.7% last year.
We want to give gift cards. Of course, the reason that we give gift cards is the ability for the recipient to pick out a gift they like. But let’s face it. It’s about convenience too. No wrapping, no guessing on sizes, no shipping problems. So if you haven’t started promoting gift cards, now is the time! The average spend on a single card is $43.75. And of course, this blog is about marketing to women, but men tend to spend more on gift cards than women do ($172.98 vs. women at $141.66.)
Where are we buying gift cards that will make it to our Christmas stockings?
39.1 % Department Store Gift Cards
33.3% Restaurant Gift Cards
20.8% Book Stores
18.1 % Coffee Shops
11.2% Online Merchants
14.2% Discount Stores
Maybe the purchase of gift cards allows us to control what we spend as well. Spending will be up a bit this year but not overly exuberant. The average holiday shopper will spend $749.51 on gifts, décor, greeting cards and more, up slightly from the $740.57 they actually spent last year. NRF is forecasting holiday sales will increase 4.1 percent to $586.1 billion. “More than half of Americans this holiday season will feel the impact of the economy and will compensate by doing what they’ve been doing for several years – looking for ways to cut any corners, comparative shop online and in stores more often, and even planning to travel less or not at all,” stated NRF President and CEO Matthew Shay.
May 10, 2012 § 2 Comments
Smartphones have crossed the tipping point. According to Nielsen, a majority (50.4%) of U.S. mobile subscribers owned smartphones, up from 47.8 percent in December 2011. And of course women over index the national stat - 50.9 percent of female mobile subscribers carried smartphones in March 2012, compared to 50.1 percent for men.
Smartphones are really the mobile shoppers dream for the following: “Locating a store” (73% vs. 42% for tablets ), “using a shopping list while shopping” (42% vs. 16% for tablets) or “redeeming a mobile coupon” (36% vs. 11% for tablet owners). However, tablet owners are much more likely to use their device for online shopping: 42 percent of tablet owners have “used their device to purchase an item,” compared to just 29 percent of smartphone owners.
For marketers, it is important to understand how our target is using a mobile device so we can tailor messages and design appropriate engagement opportunities.
Pay As You Go Currently we are buying online, but Nielsen points out that soon we will become comfortable with using our smartphones to make payments for items. I can’t wait. ” Just one less thing to worry about,” says Forrest Gump.
May 2, 2012 § Leave a Comment
Here is a great infographic that illustrates the huge shifts going in women’s roles in society. It seems that activism is not the primary force fueling these changes, but rather it is actual organic change.
Created by: EducationalLeadership.com
February 12, 2012 § 4 Comments
One-third of children are overweight. It’s a frightening statistic. Childhood obesity has become parents’ number one health concern – ahead of smoking and drug abuse. It’s disturbing because a combination of processed foods, advertising and a lack of activity is contributing to the problem. Some 50% of overweight children become overweight adults.
In January, First Lady Michelle Obama and Agriculture Secretary Tom Vilsack unveiled new standards for school meals that will hopefully result in healthier meals for kids across the nation. The new meal requirements should improve the health and nutrition of nearly 32 million kids that participate in school meal programs every school day.