Marketing to Women: Get a Mobile Mindset for 2013

January 8, 2013 § Leave a comment

Nielsen has released a new report containing facts on how US consumers use different forms of media and devices. The information on  the top 8 activities performed on mobiles is fascinating, or at least I think so.

Nielsen-Share-of-Mobile-Time-by-Activity-January2013-300x195

The top activity is texting, consuming 14.1% of our time.  Messaging (texting, email and instant messaging) compose 14.1% of our time, or one-fifth of our time on our mobile devices.  The lifeline for most of us is our texts and emails.

The second most consuming usage is social networks because we evidently all have FOMO (Fear of Missing Out), so we spend a whopping 10% of our time on social networks.  Actually dialing someone up and having a conversation only consumes about 5.5% of our time.   The other usage is consumed with browsing the internet, listening to music, using maps and our camera.  The mobile usage differs from our computer usage – which is geared to a variety of other activities.  One thing is the same – we spend a lot of time on social media.  Computer usage of social media is 20.1%, versus 10% of our mobile time.

And in terms of usage, 56% of mobile users have smartphones.  Eighty-five (85) million of us use social media apps on our smartphones, compared with 164 million have access to social media from their computers.

The bottom line is that each month, consumers are spending more time with more media, across all devices, and smart marketers need to understand the role of mobile in our daily lives.  We use mobile to stay connected, to manage our schedules, and the shop.  Some 78% of us use our smartphones to find a store, 63% check prices online and 22% comment on purchases.

The Top “11″ Lipstick Economy Posts on Marketing to Women

January 11, 2012 § 4 Comments


Bloggers love them.  Readers love them.  The Top Ten list.  We have even written about the allure of the Top Ten.  But 2011 was such an incredible year, it deserves a bonus – a Top Eleven list of topics that  you incredibly intelligent – and sophisticated – Lipstick Economy readers deemed important.  Technology and how we use that technology were the headlines of the year.

11.  Ten Things You Need to Know about E-books.  One of the best books I read in 2011 was Cleopatra by Stacy Schiff.  I downloaded it on my iPad and got to thinking about some of the incredible shifting world of book consumption.  So here’s an update.  Half of all tablet purchases have been made by households with children under 18, according to Forrester Research. And that doesn’t include e-readers, where women already dominate – 63% versus 37% of men own e-readers.

10.  12 Outrageous Facts I Learned at M2Moms.  I am still reeling from some of the great info at M2Moms.  Probably the most dramatic is the number of births of children occurring outside of marriage.  Forty-one percent of births are to unwed Moms, and when you look at just millennial moms, the percentage rises to 50%.  I think this trend has unbelievable impact on society and how were define families.

9.  Moms Won’t Deprive Family of Vacation This Year.  This 2010 poll looked at Moms attitudes towards the family vacation.  Travel began to rebound in 2010 but American workers are still somewhat reluctant to take too much vacation.  Only 57% of U.S. workers use up all of the days they’re entitled to, compared with 89% of workers in France, a recent Reuters/Ipsos poll found,  according to CNN.com.  Some 64% of employed Moms were optimistic about actually taking all their paid vacation in 2011.

8.  Tablet is Most Important Device We Own.  Women are beginning to use tablets for shopping in a major way. Sixty percent of users shopped for the holidays with their smartphone or tablet.  Mobile shoppers consider it a type of “mobile mall”, purchasing products and comparing prices.  Home usage of tablets is now greater than out-of-home usage.

7.  The Mother and Daughter Shopping Experience.  This is a really interesting subject.  Moms and daughters may call it retail therapy, but it’s actually an important bonding and socialization activity.  One particular group who share shopping preferences are Baby Boomer Moms and Millennial Daughters who spend time together and value their relationship.

6.  51%.  Just a number?   Professional and entrepreneurial women are 51% of the workforce and 51% of small business owners.  Women are not just consumers; we are business leaders and we are heads of households.  Unfortunately, we are not represented in the same way in America’s boardrooms.

5.  Only One in Five Groupon Users Return.    This has been a rocky year for Groupon.  With the proliferation of group buying deals, both retailers and buyers are trying to find the best way to use Groupons.

4.  iPhone Moms:  A Growing Target Audience.  Can we say obsession?  That’s the relationship that iPhone Moms have with their phone.  See our Lipstick Economy and Social Moms study showing Social Moms prefer sleep and their smartphone over sex.

3.  Marketing to Women:  How Many Use QR Codes?  Fad or fantastic?  They are part of our shopping experience.  57% of consumers who have scanned a QR code say they did nothing with the information, compared to 21% who shared the information with someone and 18% who made a purchase, according to  a survey released in January 2012 by Chadwick Martin Bailey.  Top reason for scanning a QR code?  Curiosity.

2.  The Demographics of Groupon and Living Social.  There are definitely differences in the two users.  So what is the demographic for Deal Chicken?  Now that there are hundreds of daily deal sites, will 50% become the standard for discounts?

1.  Groupon or Groupoff?  10 Facts You Need to Know.  Drumroll please.  The Year of  Groupon. But will daily deals continue to hold the fascination of marketers?   Yes, they raised $700 million in a limited IPO.  But the value of the company is half of what it was just a few months before.  There may be 600 competitors, but no one knows exactly because some 25% of them have already bit the dust.  Are we suffering Groupon Fatigue? What do you think the marketing story of the year for 2012 will be?

Happy Reading, you amazing group of Lipstick Economists!

Why Women Want WiFi

August 9, 2010 § Leave a comment

Women want WiFi.  A survey from Kineto Wireless published by eMarketer found that 78% of US smartphone users were interested in using WiFi to improve their cellular coverage.  About 70% of us have WiFi capabilities and more than 90% of the WiFi group use it weekly.

The number of smartphones is growing exponentially and with that growth comes a voracious amount of data traffic.  ABI Research reported in May that smartphones and connected computing devices would contribute 87% of all mobile network data traffic in the U.S.

Women are using their smartphones as an extension of their lives and WiFi is an important way to keep that smartphone activated and ready for use.

While some cities are working to provide wireless zones and businesses are providing free wireless, the patchwork quilt of coverage still leaves holes to be filled.  The way to delight women – the Chief Financial and Purchasing Officer – is to keep her connected.

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Women Need Marketers To Go Mobile

July 28, 2010 § Leave a comment

The statistics tell the whole story:

80% of the population has a mobile phone

90% of mobile phones sold today have internet connections

38% of mobile users go online and spend 2.7 hours a day online

53% of our purchases are influenced by web research

Just 23% of marketers report having a mobile-optimized website.

According to new research from eROI, less than a third of US marketers think optimizing the mobile marketing experience is important to their customers.  An equal number are unsure and nearly a quarter are just testing.

Some 63% are not interested in knowing how many are even viewing their emails on a mobile device.

And among the enlightened, the 23% of marketers that have a mobile-optimized website, the majority have made their mobile site a limited version of their full size site, providing just the information the consumer needs when mobile.

It is interesting to me that marketers do not understand the importance of having a mobile website that provides critical information for the shopper on the go — hours, map, and at least, essential information.

The only trailblazers have been large retailers like Target who have immediately understood the importance of a mobile site.

Marketers – wake up!  It’s time to go Mobile!

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Marketing to Moms: Smartphone As Babysitter

July 16, 2010 § Leave a comment

If you talk to any Mom who has a smartphone, they will tell you their phone is as popular with their children as it is with them. And it’s a life-saver when you are places where you have to wait or fill time – like restaurants, doctors offices or long car trips.

Here are the ways that Moms use their smartphones and apps to occupy their children:

Flashcards and Other Homework Helpers

Games

Books and Stories

Fun Activities

Songs and Music

CNN reports that nearly half of the top 100 top-selling educational apps in iTunes App Store were created for preschool and elementary-age children.

It seems that cellphones are always available to children. Almost all children in the U.S. have access to a mobile device, according to the Sesame Workshop. A 2007 study found that 93 percent of 6 to 9-year-olds had access to a cell phone in the home and more than 30 percent owned their own phone. And these numbers have only increased since the study was conducted.

Is it a good thing or a bad thing?  It’s like everything else.  Don’t do too much of it.

Marketing to Moms: Retailers Wake Up! You Need Mobile!

July 6, 2010 § 1 Comment

Hmmm.  Here are the facts retailers:

23% of mobile phone users have smart phones and consider them an extension of their lives

•  90% of all phones sold have web browsers and one out of three users will access the web through their phone

•  Half of all cell phone users think it is safe to make a purchase from their phones

•  Web shopping is currently 6% of all retail sales and is growing

• Web research influences 53% of our purchases

But, digital strategy firm Acquity Group found that only 12% of the top 500 internet retailers had sites optimized for mobile phones, up from 4% a year ago.

Wake Up, Guys!  Mobile is the new frontier.  Those who don’t allow customers to easily interact with them on their mobile devices will lose the race going forward.

So who are those smart 12%?  The top 10 list includes Amazon.com, Best Buy, 1-800-Flowers.com, Barnes and Noble, Indigo Books & Music, Sears, Overstock.com, QVC, Target and ShopNBC.com.

The list is heavy with companies selling gifts, flowers, books and the “mass merchants”.

And here’s a tip for you.  When it comes to mobile URLs, please use the “m-dot” naming convention for mobile Web addresses.  Some snappy URL will only confuse your customers.

And by the way, what will I buy from my phone?  Movie and entertainment tickets, books, music, games, apps, airline tickets, hotel reservations, apparel, ………..  Get the picture?

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What Do Women Want? – the iPhone or the Android

June 12, 2010 § Leave a comment

Currently one out of four smartphones sold is an iPhone or an Android. In April 2010, in the U.S., there were 10.7 million iPhone devices and 8.7 million Android devices.

Since the second quarter of 2009, the number of mobile phone users that have smart phones has grown from 16% to 23%. As people desire to be even more connected, the smartphone is winning as the device to have.

Moms have known this for quite awhile.  But when it comes to purchase, men and women show similar patterns of purchase for both the iPhone and the Android.  Nielsen’s latest 2010 first quarter numbers show women purchasing 46% of Androids and 45% of iPhones.

Thirty percent of traditional phone users plan to purchase a smartphone in 2010. But if you ask people which one they are planning to buy, the iPhone wins out.

In fact the smartphone is really more a smart-tool than a smartphone, with the actual use of the phone secondary to email, text, Facebook, Twitter, music. photos, games, web browsing, maps and apps.

The growth of the Android market is clearly adding to the smartphone audience.  RIM Blackberry still rules with 35% of the market, followed closely by the Apple iPhone at 28%, Microsoft Windows Mobile at 19%, and Android at 9%.  The iPhone and Android are showing the most growth in the first quarter numbers, as it seems the market is moving towards a smartphone showdown between the two devices.

In looking at the Android versus the iPhone, marketers should also remember that the iPhone is part of a system of products that relate to each other – the iPod, the iPhone, the iPad, iTunes and iBooks.  For those who are Apple groupies (I represent that remark), the interrelated nature of the software and the device are as important as the device itself.

Marketers will do well to embrace mobile marketing.  While smartphones have been embraced by the affluent, the market is going to become more accessible to all as the prices begin to fall.  People who have traditionally been less connected to the internet because of their occupation or income will suddenly become as connected as the rest of the world.

The smartphone is our tether to the real world and our transport to the digital world.  As smartphones reach ubiquity, women, the power shoppers, will navigate easily between the two universes.

And who will win the iPhone and Android war?  I vote for iPhone because Apple will continue to innovate.  But it doesn’t matter who wins, because in the end, the consumer is the winner as devices continue to improve.

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What Smartphones And Dominoes Have In Common!

April 26, 2010 § Leave a comment

Enjoy this great video showing a Rube Goldberg-like set-up for using smartphones for your enjoyment!  It’s the Smartphone Domino Experience.

Marketing to Moms: Five Reasons Your Website Should Be Mobile

April 24, 2010 § Leave a comment

Making sure your website is a mobile website is becoming increasingly important for all marketers, but particularly to those marketing to Moms.

In 2010, one out of three online users in the U.S. will access the Internet through their phone, and that number is growing.
Currently 95% of all phones sold have a web browser and we use the web from our phones constantly. It is estimated that we spend 2.7 hours on the mobile Internet a day. This is particularly important to those marketing to moms because they make up a large percentage of this audience and make most of the buying decisions for their families.
Here are five reasons your website needs to be mobile:
1. Your regular website looks awful on a phone. In fact, it is probably illegible without lots of scrolling and enlarging. Mobile web apps provide phone-ready design that is easy to read and scroll. In fact, if you are designing a new website, make sure you are creating a mobile version at the same time.

2. Your competitor has a mobile app, and not only is it easier to use than your traditional website, but it is also faster. Tests have shown that you could lose up to 33% of your visitors if your page took more than 4 seconds to load on a broadband connection. Amazon sees 1% decrease in sales for each 100 milliseconds in load time.

3. Google Mobile has a separate index for mobile content. According to Joshua Odmark in a recent blog on Searchengineland.com, not only does having a separate index mean that you may be overlooked but being there may offer competitive advantage.

4. A consumer might want to make a purchase from your company. Nearly half of cellphone users think it is safe to make a purchase from their phone. Approximately $1.6 billion was purchased from a cellphone in 2009, and the number is growing. According to a Harris Interactive poll conducted in May 2009, of those who would be willing to make purchases through their cellphone, (75%) would be willing to buy entertainment items, such as movie/event tickets (58%), music (41%), mobile video or TV content (24%) and games (34%).
Many would also purchase food/drink items (68%) such as pizza (59%), fast food (42%), and/or coffee (25%), and over half (55%) would be willing to purchase hotel rooms (43%) and/or tickets for travel (40%).
http://www.fiercewireless.com/press-releases/harris-interactive-poll- measures-consumer-sentiment-mobile-purchases

5. Get used to it because in five years mobile will be the standard practice. Estimates are that mobile web will overtake the desktop in 5 years. That means the number of persons accessing your website on a mobile device is only going to grow, so you need to start planning now. Advertisers think so. The growing mobile advertising market is estimated to surpass $6.5 billion in 2010.

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