Marketing to Women: The Mobile Shopping Love Affair

September 4, 2013 § Leave a comment

We can no longer separate the female shopper from her shopping tool of choice – the smartphone and the tablet.  Retailers should understand that the love affair of women and their mobile devices is deep and growing.  In fact,  57% of women would rather give up sex than give up their smartphone for seven days.


Who is the Mobile Shopper?

The mobile shopper is divided equally between men and women but women are more likely to use their devices for physical purchases.  Mobile shoppers tend to skew younger. The majority (57%) are under 45 years old and make up a growing share of mobile shoppers, and 34 percent are under 34 years old.

Nielsen says that both men and women participate in shopping but women are the dominant shopper in every retailer category except convenience stores.  Women drive the larger shopping trips outspending males by $14.31 per trip in supercenters and by $10.32 per trip in grocery stores.

Women Shop Mobile At Home

We are using our devices most frequently at home, according to Nielsen.   More than two-thirds of smartphone shoppers and four-out-of-five tablet shoppers are shopping at home—sometimes while watching TV.   Tablet owners are more likely to be doing research on purchases (59%) and are more likely to purchase physical items (38%) than smartphone shoppers (24%).

Women Shop Mobile In-Store

Smartphones are necessary shopping outside the home.  The are the in-store device of choice for most.  While on the way to the store, 70 percent of smartphone shoppers use a store locator to plan their shopping trip.  Once inside the store, 37 percent stay organized using lists while shopping on their phones.    We use our devices to check prices, and the majority of smartphone (63%) and tablet (53%) owners then use search and scanners to determine price and deals.  At the checkout lane, smartphone shoppers then are more likely to use their devices for mobile coupons (34%) and for payment (23%).

Women Continue After the Shopping Experience

After we finish our shopping, we pick up our tablets to track and share our shopping experience. Some 20 percent write comments on social media and 16 percent use their tablets to write reviews of their purchases.  For the at-home mobile shopper, the majority of smartphone (55%) and tablet (52%) shoppers are using their devices to track the progress of their online orders.



Marketing to Women: In 2016 44% of Retail Sales Impacted by Web

April 15, 2013 § 1 Comment

iStock_000018760804SmallWhether we buy online or research online, all retail is going to be impacted by online activity.  Not ten years from now, but just a couple of years from now.  How can that be, you ask, when only 5.4% of retail sales were reported as e-commerce in the fourth quarter of 2012?

Well, here’s the news bulletin.  While online retail sales are a smaller portion, many of today’s sales are web-influenced.  In fact, 70% of consumers research online before they make an in-store purchase.  And the average shopper may be using 10.4 sources of information to make a purchase decision.   Social media and mobile continue to become important  influencers in this shopping behavior.

Moms continue to be the heavy shoppers and one-third of all moms own a connected device.  Moms spend 6.1 hours per day on average on their smartphones – that’s more than magazines, TV or radio.   62% use shopping apps and 46% took action after seeing a mobile ad.  Mobile usage is growing among moms.  It’s  40% higher today than in 2009 for these mobile moms.  The statistics for moms shopping on tablets are off the charts – 97% made a purchase using their tablet in the last month.  And 46% actually want to receive information while they are in a store.

Warning to Retailers:  many retailers have been shown to be slow to adapt, and are without tablet websites or iPad sites.  When you don’t keep up, you are giving the competition the edge and giving iPad shopping startups a shot, like Pickie or or others.

For more statistics on shopping, read more here.

Marketing to Women: Merry Mobile Christmas!

December 6, 2012 § Leave a comment


Deck the halls with boughs of deals as the shoppers start out on their annual shopping sprees.  Some 54% of mobile shoppers who have used a coupon on their device look to retailer websites for mobile coupons.  According to Nielsen’s recent survey, retailer websites are followed by deal-of-the-day websites (such as Groupon and LivingSocial), retailer apps and third party websites.5790_Deal_of_the_Day_Wire_Post_graphic2_D2The smartphones are leading the way in shopping navigation. According to Nielson, smartphone owners are dominating daily deal app usage, exceeding tablet users across all daily deal apps used. Groupon is the most widely used daily deal app among users of the apps, with 91 percent indicating that they have used the app on their smartphone and 60 percent stating they’ve used it on their tablet.  Ranking second in daily deal app usage is Living Social (48% smartphone/29% tablet), followed by Google Offers (18% smartphone/9% tablet).

According to Nielsen, 63% of the smartphone users are using their phones to check prices, compared to 56% of tablet owners.  A little more detail about the habits of smartphone mobile shoppers:   looking up a store, used by 78% in this group, using them for shopping lists (40%), pre-purchase research (63%) and using a mobile coupon (39%).

Santa’s definitely mobile this year.

Read more:

Marketing to Women: The Tablet Shopper

January 17, 2012 § Leave a comment

More info on tablet shopping:  During the holidays, 87% of tablet owners (read mostly iPad owners) used their devices to research, browse and buy products.  And they spent an average of $325, according to a new study from e-commerce marketing and merchandising company Zmags and Equation Research.

The report defines the new connected consumer as a woman 40 years old, earning $63,000 a year, who owns several Web-ready devices. She’s all over Facebook, loves to browse catalogs and is oh-so-happy to shop via her devices. 

Retailers will have to learn what device lends itself  to particular purchases.  For instance, in this study on online purchases, tablets were used by more those making electronic or toy purchases, while smartphones are more frequently used for music purchases.  And these connected consumers have no problem with shopping on Facebook.

Check out this infographic on the connected consumer:

Marketing to Women: iPad 3 for All!

January 16, 2012 § Leave a comment

Yes, I am one of those crazed Apple fans checking online everyday for rumors about the iPad 3.  News bulletin from today – they are churning out those magic metal pads in China 24/7 to satisfy Applephiles across the planet and they will be so fast, so beautiful with resolution better than some high def televisions.  And since, I still have the original iPad, I am swooning, counting the days until their March debut.

But do you remember the original criticism about the iPad?  Less than two years ago, critics said  women will never buy them because the name sounds like a giant Kotex.  Well, surprise, surprise.

Women compose half of tablet users and they are buying tablets at a faster rate.

There are 34 million tablet users in the U.S., and 83% of them are using an iPad.  Women currently account for slightly less than half of tablet users but they are catching up quickly.  We probably make up the difference in the amount of shopping we do.

63% of tablet owners in the US have made a purchase using their device, compared to just 31% of smartphone owners, according to a study released in November 2011 by Jumptap in partnership with comScore

The top three products and services that are bought using mobile devices (including tablets) are event tickets, daily deals from sites such as Groupon and Living Social, and apparel, according to the Jumptap report. Travel, physical copies of books, games, and movies round out the top 5.

Jumptap’s findings align with results from a March 2011 study from the e-tailing group and Coffee Table, which found that tablet users are more likely than smartphone users to engage in online buying and/or browsing on a daily, weekly, several times per month, and monthly basis. The study also indicated that tablet users are more likely than smartphone users to say they have made 3 to 5, 6 to 10, and more than 10 online purchases in the last six months.

Tablet shoppers rule.  A recent Wall Street Journal article found that users who browse e-commerce websites on tablets are more likely to make purchases than other online shoppers. The study found the conversion rate was 3 percent for PC shoppers, and 4 to 5 percent for tablet shoppers.

And here’s the good news – they are educated, employed and economically privileged.

  • 51% of iPad owners are college grads as opposed to 28% of the average US citizen
  • 62% of iPad owners have full-time jobs compared to 44%
  • 50% of iPad owners earn over $100k as opposed to 11.5%

What does all this tablet shopping mean?

1.  Optimize your website for tablets.

2.  And make sure you have lots of pictures because we buy from pictures.  And we might want to pin them to our Pinterest page.  iPads are our new stack of magazines and catalogs.

3.  App time?  Maybe you should think about an app for your users – or for your users’ children.

4.  Start thinking about your holiday strategy for tablets next year.  You will need one.

Marketing to Women: Mobile Phone Shopping Is Growing!

January 10, 2011 § Leave a comment

Many marketers that I talk to can’t quite get a grip on mobile marketing.  They still question whether mobile shopping is a viable option for women.  But I think that this holiday season was the turning point on mobile shopping.  Women used their smartphones for price comparison, to see if stores had items in stock, and yes, to actually purchase items.

Here are the facts:  A study by ForeSee Results, which surveyed 10,000 visitors to e-retailers sites, found that 11% of visitors made a purchase using their phones this holiday season, compared to only 2% at the same time last year.

And 30% of visitors used their phones to compare product details, look up prices, check product specifications, view product reviews and find store locations.

News You Can Use:

  • Shoppers who had a good mobile retail experience were 30% more likely to buy from that retailer both online and offline.
  • 69% of shoppers have accessed a retailer website while in store – and 46% used their phones to look at your competitors website!

A relationship with a retailer is not unlike a relationship with your significant other.  First you check each other out, online and offline.  Then you commit to a first date.  The more you find out about them, the more likely you are to develop a more permanent relationship.  Obviously, going steady is the main objective.  You know, you want that Facebook status to say “in a relationship”.


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