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How Moms Use Smartphones to Shop

by Ayaz Nanji  |  
November 21, 2014
  |  1,402 views

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.

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Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji

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  • by Fatma Fri Nov 28, 2014 via web

    Thank you Ayaz for sharing us these great results. I really surprised with the statistics, it seems that extremely huge number of moms in US depending on their smartphones to shop. But did you know something! I think those statistics will face dramatically changed when we use it with the same concept in Gulf countries, because the lifestyle is totally different and that create direct impact in the way of people shopping.

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