Mobile Devices Transform the Shopping Experience

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New report from Total Beauty Media Group investigates how women use mobile devices

Women are spending huge chunks of time on smartphones and tablets every day. This presents an opportunity for brands to intercept them with a multi-pronged approach, and to truly become part of their lifestyle.

Mobile devices are transforming women’s shopping experiences, according to a new report by Total Beauty Media Group, a leading digital publisher of holistic beauty and wellness content. While women are shopping in the store, more than 50 percent use mobile devices to help them make purchase decisions and 25 percent are leveraging mobile devices to find coupons for intended purchases. Moreover, nearly 60 percent of women (73 percent of women ages 25 to 34) use smartphones and tablets for online shopping.

The new report, Get Added to the Shopping Cart: How Women Use Their Mobile Devices to Connect and Shop, provides insights into the relationship women have with their mobile devices, as well as opportunities for brands to intercept these women in relevant ways.

The report also finds that leisure time is dominated by mobile device usage, with 50 percent of respondents spending two or more hours of this personal time on devices each day, excluding talk-time. In addition to shopping, women are connecting via social networking sites and gaming on their devices. Nearly 60 percent of women game online every day, but most women are spending less than 30 minutes playing.

“Women are spending huge chunks of time on smartphones and tablets every day, but what’s striking is that they’re not just doing one activity – they’re shopping, social networking, playing games. These short intervals are adding up to significant time,” said Ethelbert Williams, Head of Marketing, Total Beauty Media Group. “This presents an opportunity for brands to intercept the target woman consumer with a multi-pronged approach, and to truly become part of her lifestyle.”

The report outlines additional findings, including:

  • Attention is divided: 90 percent of respondents engage in some other activity while using their mobile devices; watching TV ranked first.
  • Connection is key: One in 10 women ages 18 to 24 spend two to four hours per day just social
  • App downloads are quick decisions: 70 percent of women spend less than 15 minutes researching a new app to download. Recommendations from friends and price tied for first place in determining whether to download a new app.

Get Added To The Shopping Cart: How Women Use Their Mobile Devices to Connect and Shop is second in a series of Total Beauty Media Group intelligence reports providing marketers with a better understanding of the digital landscape and how women make brand choices online. The full report is available for download at The first report, How Brands Can Better Engage Women Researching Products Online, is available for download at

About Total Beauty Media Group
Founded in 2007, Total Beauty Media Group operates, home of the largest database of independent, unbiased beauty product reviews for women. features hundreds of thousands of user-generated reviews, spanning more than 45,000 products, including most known prestige, mass-market, salon, and spa products. In addition, the site publishes daily editorial coverage of beauty news and trends, including TV, an immense library of beauty how-to videos.

Total Beauty Media Group’s portfolio of digital beauty, health, and lifestyle media properties include:,,, and Total Beauty Media Group is backed by USVP and Wallington Investments and based in Santa Monica, Calif. For more information about Total Beauty Media Group, visit

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