Marketing to Women on Smartphones: That’s 50.9% of us!
May 10, 2012 § 3 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.