How Moms Use Smartphones to Shop

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Moms are using their smartphones throughout the shopping process both online and in stores, according to a recent report from BabyCenter.

The survey of 1,000 moms in the US who own smartphones found the majority of moms use their devices to get product ideas (55% say they do so), compare product features (56%), get product recommendations (58%), compare prices (68%), and find coupons/deals (59%).

Nearly half (49%) of the moms surveyed say they also use their smartphones to decide where to buy.

Below, additional key findings from the report.

Product Categories

  • 54% of moms who shop with their phones have used their devices to look at clothes/shoes/accessories.
  • 43% have used their phones to shop for toys/books/games for children.
  • 38% have shopped for food items on their phones.

In-Store Behavior 

  • 34% of respondents say they sometimes use their phones to shop in stores, and 29% say they often do.
  • Of those moms who use their phones in stores, 73% have comparison shopped while at a mass merchandiser location.

Top Shopping Apps

  • 46% of the moms surveyed say Amazon is their favorite shopping app.
  • 9% say the Target Cartwheel app is their favorite.

About the research: The report was based on data from a survey of 1,000 expectant women and moms with children up to 8 years old in the US who own smartphones.

Ayaz Nanji is an independent digital strategist and the co-founder of Inbound ContentWorks, a marketing agency that specializes in content creation for businesses and brands. He is also a research writer for MarketingProfs. His past experience includes working for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji

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