TMCnet News
Ansible Study Finds Shifts and Opportunities in Moms' Mobile Consumption [Professional Services Close - Up](Professional Services Close - Up Via Acquire Media NewsEdge) Ansible released results from its Mobile & Moms - Are We There Yet? study, conducted in partnership with independent mobile ad platform company Millennial Media . According to a company release, the research shows that U.S. millennial moms are an active, dominant, mobile-savvy group of consumers who use multiple devices along the purchase funnel. Additionally, the study takes an in-depth look at cross-screen and location-based engagement within the demographic, specifically within four product categories: retail, consumer product goods, consumer electronics, and automotive. Three themes from the study emerged about millennial moms and their use of mobile technology. Mobile as a Tool to Laser-Target Moms In the U.S., moms over-index on Android smartphone ownership (59 percent) and overall tablet ownership (43 percent). Married, educated, working, and higher household income (HHI) mothers eclipse all mobile use. The combination of managing and organizing a family's life along with the accelerated adoption of mobile applications drives an increased use of connected technologies. Cross-Screen Experiences Boost Opportunities Moms are heavy cross-screen users and spend more time across screens and devices than dads. For moms who start their purchasing journey on a smartphone, 84 percent continue on a smartphone, 88 percent continue on a tablet and 85 percent continue on a computer. Location Drives Mobile Touchpoints The divide between smartphone and tablet use is driven by location, as moms use their tablet at home. Fifty-eight percent percent of moms use their tablets in the kitchen every day. They use their tablet for their personal needs mostly in the bedroom after the kids are asleep. Moms turn to their smartphones first when they are away from home. Using their smartphones in-store, 50 percent of moms take pictures of products, 32 percent scan product barcodes, and 39 percent find product coupons or deals. "Moms have changed. They are more connected and have more purchasing power. The combination of multiple devices and data sources creates a unique opportunity for advertisers to capture this dynamic market. Today mobile is positioned as the best screen for influencing and accelerating millennial mom consumers from awareness to purchase," said Angela Steele, Global CEO of Ansible. "Moms are empowered by technology and represent a growing mobile commerce segment." "Moms today are savvier than ever, leveraging on-the-go tools to effectively maximize value and time," said Carrie Seifer, SVP of Global Strategy at Millennial Media. "As such, mobile has become moms' device of choice across a range of functions, including researching and purchasing. Given the fact that moms often hold much of the purchase decision-making power in a household, mobile should be a top vehicle for outreach across the board." Recommendations for Marketers With a combined purchasing power estimated at $170 billion in annual spending, millennial moms in the United States represent a flourishing market. The report provides actionable insights for mobile marketers to recapture moms' attention in the four product categories. Retail Retailers can use mobile as a tool to drive moms to stores. Branded applications that include advanced options and native features - such as mobile payments and coupons, saving payment information, and product availability in a specific store location - all help moms save time and money. Additionally, retailers can target moms on smartphones and tablets in the evening to help them plan their shopping activities. Consumer Goods Consumer goods brands running mobile campaigns should include product information and call-to-actions to entice purchase. As for retailers, CPG brands can drive moms to the store armed with any product or pricing information saved to their mobile devices. Partnering with retailers to offer mobile coupons through their app can help increase exposure. Targeting tablets in the home or at night, or smartphones before the work day ends, will capture moms' attention as they plan their shopping. Consumer Electronics Consumer electronics (CE) advertisers should include enhanced, rich functionality in their mobile campaigns in order to supplement the in-store experience. This is an area where CE brands can leverage significant creative in their campaigns to engage and interact with moms. Creatives could include videos and 360 degree images that showcase a product's features. Automotive Automotive advertisers should run mobile campaigns with dazzling storytelling that displays the car's features. Creatives should also include a link to social media channels whereby moms can get reviews. Reach moms who are considering a new car purchase by running multi-phased cross-screen campaigns, and re-targeting those who show interest in car and brand content. More information: ansiblemobile.com ((Comments on this story may be sent to [email protected])) (c) 2014 ProQuest Information and Learning Company; All Rights Reserved. |