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.”
January 27, 2013 § Leave a Comment
Here is a great infographic on marketing to women, their habits and their importance online. Top interest online? Health. Ahead of apparel, family and food. How do they spend their time online – 18.5% of time spend with social networks. Who dominates social networks? Women of course; 56% of users are women. For those who think email is dead, take note – 64% of 18-29 year olds read or send emails daily. Search is the first place we go in the shopping process. And mobile is the new frontier – more and more of us are getting smartphones which is synonymous with smart shopping. Marketing to Women is understanding the online audiences, championing great content and provided useful engagement opportunities for women.
September 4, 2012 § Leave a Comment
“Showrooming” is all the talk among retailers as the holiday shopping season approaches. Showrooming is the practice of shopping in a physical store and then buying online. It has become a concern for retailers because of the proliferation of mobile devices that allow comparison shopping to be as near as your smartphone. A fact for those marketing to women: some 45.9% of online shoppers have engaged in showrooming.
Recent research by Exact Target says that 44% of customers use mobile to shop in-store, and a similar number (45%) said they would leave the store to buy online when the online price was 2.5% lower. At 5% lower, 60% said they would leave.
But retailers with mobile sites and apps should take heart. New research from Foresee surveyed more than 4,000 customers who had visited the top 20 retailers’ mobile site or used their app within a two-week period. Research showed that 59% of the mobile devices were being used from home and 16% while preparing to visit a store. Those most likely to use mobile sites or apps are those more familiar with the brand. So brand is still important no matter where the shopping is taking place.
What can a retailer do to prepare for this retail season?
1. Remember that your brand is still important. Many things make up a brand. A differentiated shopping experience is a draw to consumers. Unique product selection, smaller stores, unrivaled customer service, personal shopping, pick-up service, in-store demonstrations/classes and personalization can be important components of your brand. Target pushes its suppliers to offer exclusive products that can’t be found elsewhere. It also has quadrupled the number of items available online and is sending special coupons directly to customers’ mobile phones.Wal-Mart Stores Inc. is emphasizing in-store pickups for online orders—many available the same day they are purchased—allowing customers to avoid shipping fees. Lululemon offers a unique lifestyle brand.
2. Mobile, Mobile, Mobile. Do you have a website optimized for mobile? Do you have a full selection of your products and services online? If comparison shopping is going on, you must have a full complement of products for that comparison. Email and text messaging are strong methods of communication. Big box retailers like Target, Walmart and Home Depot are developing indoor navigation tools for shopping. Walgreen’s customers can make a shopping list and the items will be spotted in a store map.
3. Pricing and Value. Okay, so you know that the real competition is online. Is it all about pricing? Well, if your goods are not unique, curated to your shopper and part of a branded look and feel, then yes, it is all price. Online sales still represent only about 8% of total retail sales in the U.S.—but that is up from just 2% in 2000. Amazon ranked as the 13th largest retailer in the U.S., up from 19th one year ago. By the end of this year, retail analysts expect Amazon to rank 10th, replacing Best Buy on the top ten list. And Amazon prices are 9-14% lower than most retailers.
August 28, 2012 § Leave a Comment
I have been writing for some time about how smartphones are a Moms best friend. And of course, my phone of choice is the iPhone. Oh, and the iPad for Facetime and Skype. And of course, my MacBook Pro for Facetime. I have long believed that these are the tools of choice for Moms and recent new research reinforces this maternal love of Apples!
So here’s how the Apple rolls – as expressed by Arbitron and Edison Research Moms and Media 2012 Research:
• 92% of Moms own a cell phone
• 61% of Moms own a smartphone. The number of Moms with smartphones doubled from 2011 to 2012. In 2009, only 8% of Moms had a smartphone. By the way, the iPhone celebrated its fifth birthday this year.
• 51% of Moms own an Apple iPhone, iPad, or iPod
• 25% of Moms own iPhones, and 32% of Moms own those Android phones. Yes, Android did have a growth spurt as they modeled their phones after iPhone functionality.
• iPhone users exhibit more loyalty than non-iPhone users. When asked which they couldn’t live without – the iPhone or television – 70% chose their iPhone!
• Yes, we sleep, eat and go to the bathroom with our iPhones. 93% say their smartphone is always nearby.
What does Apple love have to do with marketing? Well, I am glad you asked. Moms know a thing or two about purchasing. They have a buying power of $2.4 trillion in 2011. And mobile devices are part of their purchasing behavior. A new report from Mojiva shows that 97% of tablet-owning Moms made a purchase using their tablet in the past month. I know, I was one of them. I purchased plane tickets, shoes and books. When you look at all connected moms, you find that 62% use a shopping app and 46% want to receive information while in a store.
Can you imagine how many more Moms will jump at the chance to have the new iPad mini and iPhone 5 coming out this Fall? It will be a GREEN Christmas for Apple.