Smartphones Now Being Used by Two Thirds of Moms in the Shopping Process, According to New Study by Greystripe

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45% Use Smartphones to Find a Store Location, 36% Use For Price Comparison

Chart: Smartphone Moms - The role of smartphones in shopping

It’s no surprise moms with iPhone and Android devices are employing their smartphones to make their day-to-day lives easier. A new study by Greystripe, the largest brand-focused mobile ad network, now finds a majority of moms, over 66 percent, now use their devices in the shopping process. Greystripe collected the data from its expansive network of touch devices during a three-month period from November 16, 2010 to February 15, 2011.

Greystripe research found other trends on smartphone moms including:

  •     45 percent use their smartphone to locate the nearest store
  •     36 percent use their phone for price comparison
  •     31 percent use their phone for new product research

Besides the many functional purposes of a smartphone for a mom juggling multiple tasks, many of the women surveyed also use their iPhone or Android to save money. The study found that 57 percent of smartphone moms use coupons every time they shop.

For many smartphone moms, grocery shopping is also facilitated through their handy mobile device. The study found that 42 percent of smartphone moms use their smartphone while grocery shopping, in a variety of ways.

  •     32 percent use their smartphones for shopping lists
  •     21 percent use their smartphone to look up recipes
  •     14 percent use their smartphone to do a price comparison

Further, Greystripe’s research found smartphone moms are receptive to advertising, with 55 percent indicating that advertising plays a role in their purchasing decisions and 91 percent preferring free apps with ads over paid apps without ads.

“Smartphones have become the super tool for moms on the go,” said Dane Holewinski, director of marketing at Greystripe. “The majority of moms with smartphones are using those devices for their day-to-day tasks especially shopping, making them the ideal target for advertisers.”

About the Survey

This data is based on data Greystripe gathered from 239 women with children on iPhone, iPod Touch and Android devices on its network from November 16, 2010 through February 15, 2011. For the full study, click here:

About Greystripe:

Greystripe, a division of ValueClick, Inc. (Nasdaq: VCLK), is the largest brand-focused mobile advertising network in the US by reach. Greystripe delivers the highest engagement and most sophisticated targeting for brand marketers, the maximum revenue for publishers and app developers, and the best ad experience for users. Greystripe’s proprietary advertising platform serves billions of rich media impressions to over 30 million users of touch-driven devices through more than 3,500 application titles and mobile websites across all major mobile platforms.

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Alice Joy
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