Moms of All Ages Use Smartphones For Shopping, With Some Key Differences

By May 27, 2011
Mom Shopping While Using Phone

Younger moms may be more savvy for different ways to use their smartphones, but more older moms are getting these devices and using them to save money. A recent study also shows what kinds of apps moms are interested in.

Many new smartphone users are of higher age demographics, many of whom are mothers. A recent study shows how moms of different ages use these phones for shopping. The Greystripe Advertiser Insights Report found an increase in the 55 and older category - the percentage rose from eight percent in 2009 to 26 percent in 2011.

Much shopping activity was similar when comparing moms under 45 to those 45 and older - and two thirds of the entire pool of respondents use these devices in the shopping process. The most popular activities such as locating nearby stores (45 percent), comparing prices (36 percent), and keeping a shopping list (26 percent) were all within one or two percentage points. The one exception was researching new products - 34 percent of mothers under 44 conducted this activity, while only 28 percent of those 45 and older did the same.

Other activities that eMarketer considers more advanced mobile tasks were more often utilized by younger mothers. These mothers download coupons, track sale items and purchase directly on their mobile device more often than their older counterparts. They also were less likely to say that they did not use their smartphone for shopping at all.

The Greystripe survey covered more than just shopping topics. Respondents also gave information on what types of apps they download. While younger mothers installed more apps of several categories, older mothers were equal or higher consumers of news, and just behind on apps in the "health, fitness, lifecycle" category. The largest gaps were in social networking, music and education apps, and the highest level of penetration was for "games/entertainment," with 94 or 90 percent for younger and older respondents, respectively.

In terms of advertising and marketing, 55 percent of moms say that ads influence their purchasing decisions, and 91 percent prefer free apps with ads over paid apps without apps, according to IntoMobile coverage of the report.

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