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MobiU2012 Mobile Moms 101 - SymphonyIRI
MobiU2012 Mobile Moms 101 - SymphonyIRI
MobiU2012 Mobile Moms 101 - SymphonyIRI
MobiU2012 Mobile Moms 101 - SymphonyIRI
MobiU2012 Mobile Moms 101 - SymphonyIRI
MobiU2012 Mobile Moms 101 - SymphonyIRI
MobiU2012 Mobile Moms 101 - SymphonyIRI
MobiU2012 Mobile Moms 101 - SymphonyIRI
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MobiU2012 Mobile Moms 101 - SymphonyIRI

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SymphonyIRI presents overview of the Connected Mom - presented at MobiU2012 Mobile Moms 101 on June 21, 2012

SymphonyIRI presents overview of the Connected Mom - presented at MobiU2012 Mobile Moms 101 on June 21, 2012

Published in: Technology, Business
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  1. 1 Copyright © SymphonyIRI Group, 2012. Confidential and Proprietary. Srishti Gupta U.S. Moms and Mobile Usage The Anywhere, Anytime Connected Mom EVP, New Media Solutions
  2. 2 Copyright © SymphonyIRI Group, 2012. Confidential and Proprietary. Growing ubiquity of mobile access for U.S. Moms 46% 54% Own a smartphone Do not own a smartphone Source: comScore MobiLens Audience Profile - May ‘12 90% of U.S. Moms using a smartphone access the Internet iPhone and Android (Google) platforms are leading smartphone adoption Up 11% vs. last year
  3. 3 Copyright © SymphonyIRI Group, 2012. Confidential and Proprietary. Internet access via smartphones has past the tipping point… everyone is on • With busy lives and added responsibilities, moms are using their smartphone to communicate and gather information to manage their homes Almost 90% of moms using smartphone access the internet via a browser or app 53% of moms “don’t know how they managed their life prior to having a smartphone” Source: BabyCenter ‘12 American Media Mom
  4. 4 Copyright © SymphonyIRI Group, 2012. Confidential and Proprietary. Smartphone usage during shopping trips is viewed as a necessity and service Source: BabyCenter ‘12 American Media Mom comScore State of the U.S. Retail Economy … and she’s most likely vs. others to use while shopping (42% vs. 39%) Feeling rushed and looking for deals are synonymous with motherhood How is mobile making her life easier? InStoreAtHome 46% seek product info online 80% more likely to scan QR codes 50% prefer to shop exclusively online 36% more likely to make a mobile purchase
  5. 5 Copyright © SymphonyIRI Group, 2012. Confidential and Proprietary. Mobile marketing messages are viewed as an aid, not annoyance, while shopping Almost ½ of American moms took action after being exposed to mobile advertising 31% purchased the product later in store 31% visited a mobile website Source: SymphonyIRI Group – ’11 Social and E-Commerce Survey BabyCenter ‘12 American Media Mom Unlike the general pop, moms prefer for retailers and brand manufacturers to connect with her quite often… … but, you must provide useful information 4x-6x wk 137 2x-3x wk 128 Everyday 130
  6. 6 Copyright © SymphonyIRI Group, 2012. Confidential and Proprietary. If you make shopping easy for her… she will buy What is she looking for? Coupons Product Information Special Nearby Deals Source: SymphonyIRI Group – ’11 Social and E-Commerce Survey BabyCenter ‘12 American Media Mom How will she use them to make life a little easier? Purchase everyday items in bulk Household Cleaners - Every 2-3 mos.: 127 index Take a little time just for herself Beauty Products - Every 2 weeks.: 149 index
  7. 7 Copyright © SymphonyIRI Group, 2012. Confidential and Proprietary. Moms like to receive and share information with other moms… and social connectivity via her mobile is making it easier • Social platforms allow her to easily connect with her circle… – 80% visit social sites via their smartphone – 73% like to get recommendations from other moms prior to product purchase Moms really “like” Facebook (72% like a brand), but don’t like being sold products and services. Instead, she wants… the deal (71%) and information (59%) Source: SearchEngine Watch TechCrunch Women are driving Pinterest growth (80%), especially moms. Of Moms surveyed, they like to organize their interests (68%) and post their favorite foods and recipes (91%) to share with other moms.
  8. 8 Copyright © SymphonyIRI Group, 2012. Confidential and Proprietary. What can we do to help mom at the end of the day? EMPOWER HER! Meet her where she’s looking for information to make your product/service her #1 choice Sweeten the deal! Make her at ease with trying your product/ service with digital coupons she’s eager to use Do other moms know? Confirm her choice by ensuring other moms are your advocate Provide quick, digestible and relevant information Place your product/service at the top of her consideration set Make is easy to buy online or in store. Make her shopping experience fast and seamless. Her Mobile Path To Purchase

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