Digital Dads are Mad for Mobile Offers: 7 out of 10 Want Mobile Alerts; 6 out of 10 Have Taken Action on a Mobile Offer

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A new poll conducted by Harris Interactive and commissioned by Placecast shows that dads are eagerly embracing the latest tech and marketing innovations, including local mobile offers.

A new poll conducted online within the U.S. by Harris Interactive and commissioned by Placecast, shows that dads in America love to save money, and have figured out a simple way to do so: by using their mobile phones. The latest poll (Wave IV) in the ‘Alert Shopper’ series of research revealed that 58 percent of American dads with smartphones said they had taken action on a promotion or coupon received on their phones, outpacing moms and those without kids.

According to the findings from this study, “Digital Dads” (those with smartphones and kids under 18 in the household) are emerging as a powerful segment for marketers to connect with. Not only are “Mobile Moms” finding ways to save money using their phones; now, Digital Dads are finding real value in checking their phones for offers from brands they like, and are more likely than others to opt-in to location-based offers and share deals with friends.

“At first we were surprised to see how interested fathers are in getting offers on their phones – but it really makes sense, because men from 18-34 have historically been early adopters to new tech, and those ages overlap with the dad demographic,” says Placecast CEO Alistair Goodman. “Smart marketers are recognizing that younger dads are spending more time with their kids and also more engaged with family shopping – there’s great potential to reach them using their devices, especially tablets.”

High-level findings of ‘Alert Shopper IV: Digital Dads’ report include:

The majority of Digital Dads want mobile promotions. 7 out of 10 (69%) dads who have smartphones and don’t already receive mobile alerts say they are at least somewhat interested in receiving them from merchants on their phones (provided it was OPT-IN), while 6 out of 10 mobile moms said the same, as did just over 4 out of 10 (42%) of those without kids in the household.

Digital Dads act on offers. Dads are more likely to take action on a mobile offer than moms; 58% of dads surveyed said they had taken action on a promotion or coupon received on their phones, compared to 46% of moms, and just 31% of those without kids in the household.

Digital Dads like to share a deal. Over half (53%) of the Digital Dads who are at least somewhat interested or already receive alerts said they would recommend the store to others, compared to just under half of the moms (48%) and 35% of those without kids in the household.

Most Dads find local mobile offers useful. 4 out of 5 Digital Dads and Mobile Moms would find location-based mobile offers at least somewhat useful, with dads having a very slight lead - 81% of dads versus 79% of moms. Parents are significantly more interested in the convenience of local offers than those without kids in the household, of which 55% said that local mobile alerts would be useful.

Dads are mad for tablets. 55% of Dads have a tablet, compared to 39% of moms and just 30% of those without kids in the household.

“The Alert Shopper IV, which I have been involved with for four waves of research, reveals interesting and important social and marketing trends,” says Kathryn Koegel, Chief of Insights at Primary Impact, the research consultancy that analyzed the Harris Interactive data. “We know that men in the Millennial group (18 – 34) are taking on broader responsibilities in parenting, not the least of which is shopping for their families. We always used to speak of women as the primary household shopper and heavy user of coupons, but as the Alert Shopper IV attests to, mobile devices are their activation point. Dads today are researching, responding to and redeeming all manner of promotions via their phones and tablets. What’s also interesting is that the use of location for targeting offers is very likely to be accepted by dads – this paired with their high likelihood to use phones for social networking points to this group as an important segment for marketers to be focusing on.”

To learn more about Placecast research, visit


This survey was conducted online within the United States by Harris Interactive on behalf of Placecast. Data was collected between May 8-10, 2013 among 2,072 adults ages 18 and older, of whom 1,797 were identified as owning a cell phone, 253 were identified as Mobile Moms, and 169 Digital Dads. Results were weighted as needed to reflect the composition of the U.S. adult population ages 18+ using targets for region, age within gender, education, household income and race/ethnicity. Respondents for this survey were selected from among the Harris Poll Online (HPOL) database, which includes several million people who have agreed to participate in Harris Interactive surveys. This online survey is not based on a probability sample and therefore no estimate of theoretical sampling error can be calculated. For complete survey methodology, including weighting variables, please contact Rachael Himsel at Rachael(at)vscpr(dot)com.

About Harris Interactive

Harris Interactive is one of the world's leading market research firms, leveraging research, technology, and business acumen to transform relevant insight into actionable foresight. Known widely for the Harris Poll® and for pioneering innovative research methodologies, Harris offers proprietary solutions in the areas of market and customer insight, corporate brand and reputation strategy, and marketing, advertising, public relations and communications research. Harris possesses expertise in a wide range of industries including health care, technology, public affairs, energy, telecommunications, financial services, insurance, media, retail, restaurant, and consumer package goods. Additionally, Harris has a portfolio of multi-client offerings that complement our custom solutions while maximizing our client's research investment. Serving clients in more than 196 countries and territories through our North American and European offices, Harris specializes in delivering research solutions that help us – and our clients – stay ahead of what's next. For more information, please visit

About Placecast

Placecast is the world’s leading provider of location-based marketing and loyalty programs for mobile operators, payments companies and brands. The company’s ShopAlerts geofence marketing platform is specifically designed to use digital marketing on mobile devices to drive consumers into physical stores.

ShopAlerts has transformed the mobile marketing industry, taking home the top prize for innovation awarded by the National Retail Federation. Brands such as The North Face, Kiehl’s, Starbucks, L’Oreal, Subway, Pizza Hut, Kmart, HP, Chico’s White House Black Market, JetBlue and SC Johnson have all run ShopAlerts offers through Placecast and its partners. The Placecast platform is licensed by brands, mobile operators like Telefonica’s O2 in Europe and credit card issuers, with over 10 million opted in consumers receiving location-based offers every week.

Placecast is backed by ONSET Ventures Quatrex Capital, and Voyager Capital.

Media Contact for Placecast:

Rachael Himsel
415.677.9125 x 257

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