Marketing to Women: Mobile Advertising Yet?

April 23, 2013 § 1 Comment

Smartphones now comprise 57% of the mobile market in the United States.  By next year, there will be more mobile devices than there are people in the world and more mobile phones than desktop PCs.

mobile-adsWith all that mobile action, why then is mobile advertising not growing as fast as smartphone adoption?  According to IAB, some 53% of agencies say they don’t have experience in mobile advertising.  And 70% say they would purchase more if clients understood it better.  Translation:  Agencies and clients need to go to school on mobile.

The Google Factor

mobileimage2So here’s a tip for all the late adopters:  Mobile ads work!  Or at least that’s what Google says.  Mobile ads appear to be the most effective paid method of driving page likes, and Google reports that smartphone users are unusually responsive to advertising. Forty-two percent of users click on mobile ads they like, found the Mobile Movement: Understanding Smartphone Users survey. Of those, 49 percent go on to make a purchase, while 35 percent visit the advertiser’s site, and 27 percent call the business in question.  A lot of that clicking is on local sites;  95% of people look for local info on their smartphone.

All that smartphone usage leads to smartphone shopping. While strolling the aisles, 49% of us compare prices, 44 percent read reviews of stuff while we shop, and 34 percent are using their phones to check the store’s inventory.

Gender differences in shopping:  In a new study by Millennial Media and comScore, findings show men are more likely to use phones to check product availability, compare prices, find deals or make online purchases. Women are more likely than men to use phones in stores to text or call friends about products, send pictures of products, or research product features.

Mobile-Optimized Sites and Apps Necessary

Those that will win in mobile will have sites that are responsive and won’t have roadblocks like Flash.  I was working with a client recently, and I tried to view her website on my iPad.  Because her site was built in Flash, it was not at all accessible on any Apple devices.

Right now, people spend more time on apps than mobile websites.  Tablets seem to be the online shopping tool of choice.  Important features include side-by-side product comparison, 360-degree zoom, customer ratings, and an easy checkout process are most important to shoppers.

So let’s go mobile!

Marketing Healthcare to Women: Go Mobile and Get ‘Appy!

December 9, 2012 § Leave a comment

A hospital or doctor’s office seems like one of the least likely places to find use for a mobile app, but according to Trend Watching’s 10 Trends for 2013, “appscriptions” are the future for the healthcare and technological industries alike. Health care professionals are turning to mobile apps to help patients get and stay healthy, which is easier considering that there are more than 13,000 health related apps available in Apple’s app store alone. With this deluge of choices, Trend Watching suggests that in the coming year, consumers will turn to doctors to find the safest and best apps available.

sleep-cycle-app1The benefit is mutual. While consumers have convenient access to a wide variety of medical resources and information, the healthcare industry may see resultant reduced costs as patients live healthier lifestyles. Mobile apps have recently been popular for assisting with weight loss efforts, with apps that count calories, offer exercise routines, and track progress. But health apps are not limited to dietary relevance; this summer, Antibitoics Reminder hit the market at no cost, offering patients a convenient way to track their medication consumption.

According to Time magazine, the following health apps cap off as the “best of” various categories:

  • Exercise: RunKeeper (tracks distance, time, and pace)
  • Diet: Fooducate (offers nutritional information)
  • Sleep: Sleep Cycle (helps improve sleep patterns)
  • Weight Loss: Lose It! (monitors calorie intake and use)
  • Health Care: ZocDoc (makes finding a great Doctor easy)

While mobile apps are clearly important in the health field, it is important to recognize the recent more general mobile app trend, in which consumers demand convenience and information at the tips of their fingers. If your brand is looking for a way to stay current and edge out the competition, ask yourself how a mobile app can bring your brand experience to the palm of your consumer’s hand.  But consumers are discriminating and your app must

appnation-what-has-changedprovide a real service they need.  Smartphone users  now have  an average number of  41 apps — a rise of 28 percent on the 32 apps owned on average last year.  Despite the rise in app numbers, the amount of time that people are spending in apps has remained essentially flat;  they are being used for 39 minutes per day today, compared to 37 minutes in 2011.

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: Smartphone Most Important Shopping Tool

July 22, 2012 § 2 Comments

I was telling a friend the other day that the favorite thing in my purse is my wallet that holds money, my credit cards and my iPhone.  Because currently those are the tools that we need for shopping.  The smartphone is really the new influencer in the purchase. Some 100 million smartphone users are now in existence.   A new study from Empathica reports that 55% of smartphone owners say they use their mobile devices to check prices while they are shopping. And 27% look at reviews before heading to the checkout aisle. In fact, 9% even take the time out to write a review before they leave the store.

Price comparisons are the most frequent in-store mobile activity — with 55 percent of smartphone owners reporting that they have used their devices to check prices while shopping. Other popular mobile actions include scanning a QR code (34%) and writing a review (9%).

Even the 10% of shoppers who don’t own a smartphone have looked for online information while in a store, and those retailers who allow shoppers online instore might have an advantage.

The Empathica Consumer Insights Panel also showed that  social media as an important tool in decision-making. Nearly three-quarters of consumers use Facebook to make retail or restaurant decisions, while half of consumers have tried a new brand due to a social media recommendation.

No doubt in the future, I won’t even need the credit cards or the money.  My smartphone will do it all!

Here is a handy infographic from Empathica that portrays their new information:

Marketing to Women: Travel and our Smartphone

July 14, 2012 § Leave a comment

How do our smartphones figure into travel?  According to a study with TripAdvisor, some 47% use their mobiles for calls and about 40% of us use a mobile device to plan a trip.  Another 20% said the most important function was using chat tools and email.

Alongside making calls and SMS messaging, mobile phone owners are using their devices in the following way when travelling:

  • Taking and sharing photos – 65%
  • Browsing the web – 54%
  • Navigation – 52%
  • Reading the news – 48%
  • Playing games – 38%

When looking in particular at activities when using phones for travel planning, respondents said:

  • Researching restaurants – 52%
  • Researching destinations – 46%
  • Reading reviews – 45%
  • Booked or researched hotels – 42%
  • Booked or researched flights – 34%
The infographic below has some interesting facts on using our mobiles for check-in.

Marketing to Women: Smartphones or Sex?

June 19, 2012 § Leave a comment

Smartphone or Sex?  You might think you know the answer.  But compare the results from Gazelle with those from the Lipstick Economy/Social Moms poll from last October and see how sex ranks with smartphone lovers.

The new Gazelle ( survey reports that 65% of their respondents would not be able to live without their smartphone and 15% say they would rather give up sex than give up their iPhone.  The survey was in honor of iPhone’s fifth birthday and respondents were Gazelle customers who have traded in at least one iPhone.

In the Lipstick Economy/Social Mom survey, we asked Social Moms about the most important thing in their life, next to their children and spouse. And since most survey participants still had very young children living with them, it came as no surprise that more than half of moms (51%) said a full night’s sleep. And yes, smartphones (19%) and coffee (17%) were more important to Social Moms than their sex life (12%).  Survey respondents were Social Moms, part of the Mom-powered community of online moms.

The concerning part of the Gazelle study is the 85% who have used their iPhone while in the bathroom.  Makes you think about borrowing someone’s phone, doesn’t it?

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.

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 Mom: Digital Families Are the Norm

March 17, 2012 § Leave a comment

Am I getting a new iPad?  Of course, I am, as soon as the crowds die down.  Technology is all around us and in our purse.  In 2009, only 22% of Moms had a smartphone.  Well, today, two-thirds of moms have a smartphone and it is an appendage to our bodies.  Some 40% of tablet users are women, and their kids.  You see, over half of all tablet purchases are made by households with children under 18, according to Forrester Research.  And that does not include e-readers like Kindles, where women dominate, 63% women versus 37% of men owning them.  Some 80% of tablet users have made a purchase on their tablet, and its not all apps, books and music.  Seven in ten children under 12 in tablet households use them regularly.

How is this ubiquitous technology changing things for families?

•We can keep up with our children, both small and grown, anywhere in the world or down the block.

•Information is accessible to us 24/7, so students and adults don’t have to memorize as many things. Even encyclopedias are all online.  No more end tables or bookshelves made out of Encyclopedia Brittannicas.

•Backpacks can shrink and purses enlarge, because textbooks are accessible on tablets, improving the posture of adolescents.  Our children carry a library around in their backpack, thanks to online resources.

•Education online is becoming the norm, fueled by apps.

•Shopping is online, offline and peer recommended. And “never pay retail” is the mantra of moms.

•The tablet is becoming the “fourth screen”, following the television, computer, and smartphone.

•Our visual vocabulary is growing because of new sites like Pinterest and Instagram.  And everything we do can be captured by digital cameras.

•Power up is not a sport drink; its the lifeline to all of our gadgets, requiring our cars, our offices, our homes, our airports, our coffee shops to offer charging stations, wifi and our beverage of choice.

•Television may not longer be a stationary or lonely activity – with programming mobile and social.

•And even are Bible studies are richer, because our churches are studded with iPad users who look up scriptures in various different translations from just one device.

My Mom never owned a computer or a cell phone.   My daughter has never known a time without a computer or a cellphone.  And kids today will never know a time without wifi, tablets and interactive media.  Heck, coffee tables may go away too.  Who needs them to hold up magazines anymore?






Marketing to Women: Smartphone Users Search Locally

February 29, 2012 § Leave a comment

Sometimes we forget the obvious.  The attached infographic on local shopping is a good reminder for any retailer to make sure they are easy to find on mobile search. Business listings are just an extension of your online and offline marketing.  So if you are reading this right now, stop what you are doing and google your business from your smartphone or tablet.

Here are a few of the facts:

•  49% of mobile and tablet users use apps for local business searches.

•  61% of smartphone users conduct local searches from their device.

•  64% of tablet users search for local stores on their device at least weekly

•  61% of those searching consider search results more relevant than paid ads (10%)

•  Most popular searches – restaurants, shopping and healthcare


New Study: “Social Moms” Prefer Sleep and their Smartphone Over Sex

October 5, 2011 § 2 Comments

The Lipstick Economy and conducted a survey recently among members, Facebook fans, and Twitter followers to find out a little more about their usage, preference and attitudes towards social media and related technology.  And along the way we found out some really interesting things.

Here’s one that many moms can relate to:  More than half of the moms surveyed — 51% — said a full night’s sleep was the most important thing in their life — next to their children and significant other. Interestingly, smartphones and coffee ranked higher  than sex among this group.  Ask a few of the Moms you know – they will probably agree.

Social Moms are much more connected than the average American, making the study unique in understanding some of the most active, influential women in social media.  The study gives a unique perspective of influential segment of moms who use social media as their lifeline, both at home and on the go.

Social Moms Sphere of Influence:  More than 1,000 Twitter Followers and 100-500 Facebook Friends

Just over 43% of the social moms surveyed reported having more than 1,000 followers on Twitter. Roughly the same percentage of social moms have their own Facebook Fan Page and are very active on it (43%). Still, most respondents have somewhere between 101-500 friends on Facebook (61%).
Social Moms Are Blog Moms
When it comes to blogs, the majority of social moms read blogs (91%) and comment on blogs (86%). A large percentage of social moms write and keep their own blog (74%) and identify themselves as personal bloggers (65%). While close to half of social moms surveyed actually generate income from a blog (44%), only one-fourth consider themselves professional bloggers (25%).
Highlights of the Study
The majority of Social Moms own a smartphone (63%). The primary uses of smartphones (1-2 hours per day) are to stay in touch with family/friends (43%), for Facebook (34%) and to make calls (32%).

Three-fourths of Social Moms write/keep their own personal blogs and close to half even generate an income from it. Yet only one-fourth consider themselves professional bloggers.

•Twitter (56%), blogs (55%) Facebook Fan pages (40%) and Facebook (39%) are the most common social media used, and the ones growing in importance.  YouTube, LinkedIn and Google+ are very important to one out of three Social Moms.

•Some 43% of Social Moms have more than 1,000 followers on Twitter and 61% of Social Moms have between 100-500 friends on Facebook.

• Mobility is key – laptops, smartphones and WiFi are important tools among Social Moms.  Two-thirds of Social Moms own a smartphone and one-fourth own a tablet computer, such as an iPad.  Social moms also use smartphones (a few minutes a day) for managing schedules (39%), checking the weather (39%), photographs (38%), Twitter (31%) or for maps/directions (30%).

Most social moms use only about five mobile apps on a daily basis, despite many moms having 20+ installed on their smartphone or iPad.

• Email is still an important social connector for this group. Compared to a year ago, moms said they use Twitter (75%), blogs (71%), Facebook (69%), email (63%), online search (58%) and texting (50%) more now.

• Facebook ads are tolerated by social moms but seem less effective when it comes to driving actual purchases. This is not to say that Facebook ads cannot serve as a great tool to increase product awareness or “likes.”

Research Methodology
SocialMoms and The Lipstick Economy collected 733 responses, giving the study a margin of error of 4% at the 95% confidence level. The survey was fielded from  July 18, 2011 to August 30, 2011 using an online survey tool. Participant were given the opportunity to enter a random drawing for a $100 Amazon gift card as an incentive at the end of the survey.

The Demographics of a Social Mom
Most survey participants (62%) are stay-at-home moms and 38% are working moms. More than one-third are unemployed outside the home (37%), while one-fourth earn a part-time income (26%) and close to one-fifth are secondary breadwinners (18%).

Age distribution by generation, included:

  • Millennial moms: 20%
  • Gen X moms: 60%
  • Baby Boomer moms: 20%

Close to half of the Social Moms we surveyed had kids younger than 5 years old (52%) and/or kids 5-12 years old (49%). One-fourth had kids 13-18 years old (26%).

Social Moms is a Mom-powered news, insight and resource community of more than 32,000 online Moms.

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