Marketing to Women on Smartphones: That’s 50.9% of us!

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.

Shop till we drop our phoneSo, is it any surprise that we are using those oh-so-smart mobile devices for shopping?  Of course not. Seventy-nine percent of us are using our smartphones for shopping.

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.

Marketing to Social Moms: Tablet is Most Important Device We Own

May 10, 2011 § 12 Comments

Women love handbags – they carry the things that help organize  our life. But the most important things are what we carry in those bags. Most of the time we are talking about our smartphones, planners, iPods, digital cameras, eReaders and tablets.  I ran across two studies this week  that have important news for marketers in understanding where and how social women access information now and in the future.

Tablets are becoming first in our purse and our hearts.  The first finding is that tablets are replacing lots of other technology in our life because they allow us to carry everything with us – in our purse.  And the second finding is that this technology is more than a tool, it has become part of our lifestyle, identifying is and facilitating our lives.

The Tablet is Replacing the Laptop.  For many of us who have tablets, we are not surprised, but here are some hard cold facts from Nielsen.  We want all our tools combined.  That’s the beauty of the tablet (iPad, in my case).  It can fit into my purse – and serve as an entertainment device, social media workhorse, news center, magazines and blog reader, email, photo album, music center, game center, recipe book, shopping tool and book reader.  And Nielsen notes that the number one reason that tablets are preferred:  They are easy to carry and take with you.  So they go in the car, to meetings, next to the television remote, on the kitchen counter, by the bedside, on vacation and even to church!

When asked whether they used other connected devices more often or less often since purchasing a tablet, 35 percent of tablet owners who also owned a desktop computer reported using their desktop less often or not at all, while 32 percent of those who also owned laptops, said they used their laptop less often or never since acquiring a tablet.

Twenty-seven percent of those who also own eReaders said they use their eReader less often or not at all – the same percentage as those who also own portable media players. One-in-four tablet owners who own portable games consoles are using those devices less often, if at all, since purchasing a tablet.


Social Moms are a tablet’s or e-readers’ best friend.  According to a study by Motista, social media moms identify with tablets and e-readers.  They see their tool as a reflection of their lifestyle and believe that the stay closer to loved ones, fit in better with friends and colleagues, and create a better home life.  That pretty great information.  What we are seeing is that mobile devices are becoming an extension of our personality.  And because of that strong bond, social moms are more likely to advocate for their brand.  Now that’s something I understand.  My iPhone and my iPad are probably the two most important tools I have.  Yes, I am an Apple lover.  And I am happy to tell the world about it.

  • Social media moms are twice as likely to say their eReader brand helps them be closer to loved ones (42 percent vs. 20 percent); fit in with friends and colleagues (47 percent vs. 21 percent) and create a better home life (43 percent vs. 22 percent). Forty-six percent of social media moms also feel they belong with other users of their eReader vs. only 27 percent of non-social media moms.
  • Fifty-five percent of moms using social media feel their eReader brand understands their lifestyle vs. 37 percent of moms who don’t use social media.

Not only do social moms feel closer to their brand, but that relationship is advantageous to the brand because social moms are more likely to pay more for the brand, realizing that the brand understands their lifestyle and supports it.

The news here for marketers is that our media gadgets are consolidating and converging.  Social moms are mobile moms and they want a do-everything device that fits in our purse!

Marketing to Women: Women Talk, Text and Shop on their Smartphones

January 7, 2011 § 1 Comment

With the explosion of mobile devices and the reports coming out of the CES Show in Las Vegas, it is interesting to see who is actually using their phones the most.  Nielsen just came out with timely information on our use of all those mobile devices.  While smartphone usage is now one in three, with all the new devices coming out, we will see smartphone usage explode.  Here are some 2010 facts (meaning they will be changing soon):

  • Number of Mobile Phone Users 13+:  228 million
  • Percent of U.S. Mobile Subscribers with Smartphones:  31%
  • Number of mobile phone web users:  83.2 million

Women Have More to Say

  • Female mobile phone users talk 28% more than men, spending 818 minutes per month (compared to men’s 640 minutes)
  • Female mobile users text 29% more than men, sending and receiving an average of 716 texts per month (compared to men’s 555 texts)
  • And we love our apps.  Currently the average number of apps on a phone is 27, the better to do our planning and saving.

How we spend our Mobile internet time

  • Email – 38.5% of time
  • Social Networks – 10.7%
  • News/Current Events – 7.2%
  • Search – 6.3%
  • Portals – 4.6%
  • Entertainment – 4.3%
  • Sports – 4.1%
  • Music – 4.0%
  • Videos/Movies – 3.0%
  • Weather – 2.8%

Women’s Use of the Smartphone for Shopping Grew Exponentially During the  2010 Holidays

  • More than a third of women used their phones as an important shopping tool, compared to 28% of men
  • Some 62% were looking for price comparisons, and 46% used them for price comparison in store

Teens Are The Texting Tornadoes

  • Mobile phone users 13-17 receive an average of 3,705 tests per month
  • The next highest group of texters are 18-to-24-year-olds.

In the Phone Wars (iPhone v. Android v. Blackberry), here’s the top 5 of smartphones people own:

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