small screens’ big influence on moms’ path to purchase · source: babycenter 21st century mom®...

© BabyCenter, LLC. Confidential. All rights reserved.

2014 US Mobile Mom Report

Small Screens’ Big Influence on

Moms’ Path to Purchase

November 2014


Report Methodology

In-depth survey among our 21st

Century Mom® Panel

• Fielded July 2014

• 1,000+ US expectant women and

moms with children up to 8 years old

• Mean age: 32

Trending data

• Tracking the mindset and behaviors of

new and expectant moms

• Comparisons made to previous 21st

Century Mom® Insights Series

including 2013 Mobile Mom Report and

2012 Media Mom Report


Purchase Funnel


4

Mobile is critical in the purchase process

AWARENESS PURCHASE CONSIDERATION

Get product

IDEAS

Get product/brand

RECOMMENDATIONS

Compare

FEATURES

Compare

PRICES

Find COUPONS

or deals

Decide

WHERE to buy

Imagine you are going to buy a new product. How would use each of these

resources throughout the shopping process? Q:

80% 84% 80%

79%

70%

64%

58%

58% 62%

68%

59%

49%

55%

34%

56%

57%

25%

34%

65%

33%

21% 25%

40%

22%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

Online Mobile Phone Retail Stores Traditional Media

Source: BabyCenter 21st Century Mom® Insights Series Mobile Mom Module, July 2014.


5

Moms: Mobile has a growing influence across

the entire purchase funnel

AWARENESS PURCHASE CONSIDERATION

Get product

IDEAS

Get product/brand

RECOMMENDATIONS

Compare

FEATURES

Compare

PRICES

Find COUPONS

or deals

Decide

WHERE to buy

Imagine you are going to buy a new product. How would use each of these

resources throughout the shopping process? Q:

20% 17% 21%

28%

22%

16%

36% 33%

37%

45%

31%

30%

45% 42%

49%

60%

48%

36%

58% 58% 62%

68%

59%

49%

0%

10%

20%

30%

40%

50%

60%

70%

80%

Moms 2011 2012 2013 2014

Source: BabyCenter 21st Century Mom® Insights Series Mobile Mom Module, July 2014. Compared to BabyCenter 21st Century Mom®

Insights Series, 2013 Mobile Mom Report, August 2013.


Shopping


Amazon is still mom’s favorite shopping app

but others are gaining share

Source: BabyCenter 21st Century Mom® Insights Series Mobile Mom Module, July 2014. Compared to BabyCenter 21st Century Mom® Insights

Series, 2013 Mobile Mom Report, August 2013.

What’s your favorite shopping app, if any? (Unaided awareness) Q:

46% 9% 6%

5% 4% 3%

-30% Since 2013

+3x Since 2013

+20% Since 2013

Amazon Target

Cartwheel Retail-me-not

eBaby Groupon Zulily


Moms are mobile shoppers



Which of the following shopping-related activities have you done in the past

30 days with your smartphone? Please select all that apply. (Among those who

shopped with their smartphone, past 30 days) Q:

68%

58%

55%

55%

54%

53%

51%

49%

48%

41%

40%

38%

28%

7%

72%

67%

64%

68%

36%

47%

44%

47%

22%

22%

Visited a retailer or shopping site

Researched a product online

Read product reviews and recommendations

Searched for information about a product or service

Used mobile coupon

Looked for local stores

Used a retailer app

Looked up prices online while shopping at the store

Bought a product online

Photographed something you were considering…

Price comparison

Used a deal site

Scanned a product barcode or QR code

Used photo recognition of products

2014 2013

-6%

-18%

-14%

-22%

42%

4%

9%

-13%

82%

27%


How often do you use your smartphone

for shopping, while in-store?

All the time 16%

Often 29%

Sometimes 34%

Rarely 17%

Never 5%

Most moms use their smartphone to shop, in-store

Q:

Source: BabyCenter 21st Century Mom® Insights Series Mobile Mom Module, July 2014. Among Moms who use their smartphone for shopping

activities. * Note: Among Moms who use their smartphone in-store.

In which types of stores have you

comparison shopped using your

smartphone?* Q:

73%

39%

35%

24%

22%

Massmerchandiser

Baby specialtystore

Supermarket orgrocery store

Drugstore

Discountwholesaler

Most moms use their phone while shopping in a mass merchandiser


Which best describes how often you

have, if ever, used a smartphone to

scan items while shopping in-store?

Weekly 19%

Monthly 22%

Every 3 months

12%

Less often 26%

Never 22%

41% scan in-store with their phone, monthly or more often

Q:

Source: BabyCenter 21st Century Mom® Insights Series Mobile Mom Module, July 2014. Among Moms who use their smartphone for shopping

activities in-store. *Note Among Moms who use their smartphone to scan items in-store.

Why do you scan items with your

smartphone while shopping in-store?* Q:

55%

38%

16%

15%

11%

To find better pricesthrough an app

To read product reviews

To find out more aboutingredients

To find recipes

In order to add to ashared shopping list

app

Price comparison is the main reason


More than half bought a product in-store after

scanning the item

Source: BabyCenter 21st Century Mom® Insights Series Mobile Mom Module, July 2014. Among Moms who use their smartphone for

shopping activities

What have you done after scanning items with your smartphone while

shopping in-store? Please select all that apply. Q:

52%

29%

22%

21%

13%

27%

Purchased it in the store, right after

Ordered it online later using a laptop or tablet

Purchased it from another retailer, in-store

Purchased a different brand of the same product, inthe store right after

Ordered it through an app while still in the store

Did not purchase the item at all

Activities after scanning items in-store


Moms are more comfortable buying small

ticket items and travel on their phone


shopping activities

If you were planning on purchasing the items listed below, how comfortable

would you feel doing so on using your smartphone? Q:

60%

59%

49%

46%

45%

43%

38%

34%

26%

26%

11%

29%

29%

34%

31%

34%

37%

33%

36%

33%

30%

15%

11%

12%

17%

23%

21%

21%

28%

30%

40%

44%

74%

Small items for baby (e.g., diapers, clothes)

Toys

Household supplies

Travel

Beauty and personal care items

Apparel, shoes, accessories

Big items for baby (e.g., crib)

Household appliances

Furniture

Groceries

New car

Comfort level purchasing item on smartphone

Very comfortable Somewhat comfortable Not comfortable


Moms are most likely to use their phone while

shopping for clothing and shoes


shopping activities

Did you use your mobile phone when shopping for any of the following

products within the past 6 months? Q: 54%

43%

38%

35%

34%

34%

32%

29%

28%

28%

22%

21%

21%

21%

19%

16%

14%

12%

Clothing, shoes and accessories

Toys, books and games for children (not including…

Food and beverage (e.g., ingredients, recipes)

Baby gear (strollers, cribs, etc)

Home improvement or décor

Movies or videos

Personal care/health or beauty items for yourself

Electronics or computers

Travel

Diapers and/or wipes

Household cleaning items (e.g., laundry detergent)

Gift certificates

Furniture

Baby skin or hair care

Financial products

Photo merchandise

Over the counter medicines

Car or truck


Moms are most likely to research cars on their

phone when shopping for a new car


shopping activities related to car purchases.

How did you use your mobile phone when you shopped for car or truck?

Please select all that apply. Q:

76%

57%

55%

50%

32%

24%

20%

11%

Researched product online


Looked for local stores/ dealers


Visited a retailer or shopping site

Looked up prices online while shopping at the dealer

Photographed something you were considering buying

Bought product online


1 in 3 use online coupons when buying

groceries


shopping activities related to grocery purchases.

How did you use your mobile phone when you shopped for groceries?

Please select all that apply. Q: 34%

24%

22%

19%

18%

16%

15%

13%

13%

12%

11%

9%

9%

Used online coupon



Scanned a product barcode

Used retailer apps (e.g., Target, Walmart)



Visited a retailer or shopping site (e.g., Target, Amazon)

Price comparison (e.g., Amazon Price Checker)



Scanned a QR Code



Product reviews are important for moms when

buying cleaning products


shopping activities related to household cleaning items purchases.

How did you use your mobile phone when you shopped for household

cleaning items? Please select all that apply. Q: 40%

37%

36%

35%

31%

28%

28%

25%

25%

19%

19%

14%

11%

9%

4%





Used online coupon







Used deal sites (e.g., Groupon, RetailMeNot)


Scanned a QR Code

Used photo recognition of products (e.g., Google Goggles)


Nearly half research clothes and shoes online

and read reviews


shopping activities related to clothing, shoes and accessories purchases.

How did you use your mobile phone when you shopped for clothing, shoes

and accessories? Please select all that apply. Q: 47%

46%

37%

35%

27%

24%

18%

16%

16%

14%

13%

11%

9%





Used online coupon










Online reviews and research is important for

moms when buying beauty items


shopping activities related to personal care/health or beauty items purchases.

How did you use your mobile phone when you shopped for personal

care/health or beauty items for yourself? Please select all that apply. Q: 56%

53%

39%

26%

24%

22%

19%

19%

18%

18%

15%

13%

13%

8%

1%










Used online coupon




Scanned a QR Code

Used photo recognition of products (e.g., Google Goggles)


Online reviews and research is important for

moms when buying baby gear


shopping activities related to baby gear purchases.

How did you use your mobile phone when you shopped for baby gear?

Please select all that apply. Q: 66%

64%

45%

41%

31%

31%

29%

22%

20%

16%

15%

12%

8%

7%












Used online coupon


Scanned a QR Code


Nearly half bought toys, books or games on

their mobile device


shopping activities related to toys, books and games purchases.

How did you use your mobile phone when you shopped for toys, books and

games for your children? Please select all that apply. Q:

55%

46%

43%

34%

28%

24%

17%

17%

14%

14%

10%










Used online coupon



Online reviews and research are important to

moms when buying baby care products


shopping activities related to baby skin or hair care purchases.

How did you use your mobile phone when you shopped for baby skin or hair

care? Please select all that apply. Q: 57%

53%

38%

33%

31%

25%

25%

25%

23%

23%

20%

17%

14%

8%








Used online coupon






Scanned a QR Code


Online reviews and research are common

when buying diapers and wipes


shopping activities related to diapers and/or wipes purchases.

How did you use your mobile phone when you shopped for diapers and/or

wipes? Please select all that apply. Q: 39%

31%

30%

29%

26%

25%

25%

19%

19%

18%

8%

7%





Used online coupon









One-click buying option


Have you ever used a one-click buying

option?

Yes, on my laptop/desktop computer 35%

Yes, on my tablet 7%

Yes on smartphone

13%

No, haven’t used 36%

I don’t know what one-click buying is 8%

More than half have used the one-click buying

option, 67% are comfortable using it

Q:

Source: BabyCenter 21st Century Mom® Insights Series Mobile Mom Module, July 2014.

How comfortable are you using “one-click

buying” option using your smartphone? Q:

Very comfortable

24%

Somewhat comfortable

43%

Uncomfortable 34%


Mobile Ads


Coupons are the most appealing feature to

moms in a mobile advertisement



Which features are appealing to you in a mobile advertisement? Please

select all that apply. Q:

72%

30%

23%

23%

21%

18%

18%

18%

17%

14%

11%

9%

7%

53%

23%

15%

14%

13%

5%

11%

9%

9%

13%

15%

7%

3%

Coupon

Deal nearby

Scan bar codes for more info

GPS to show deal nearby

“How to” videos on how to use the product

Give cell number for coupon

Click to call the store featured in the ad

Text a code for more information

Email for product info to review later

Credits for apps or music

Ads for a useful app

Integration with your camera

Subscribe to a newsletter

2014 2013

36%

30%

53%

64%

62%

260%

64%

100%

89%

8%

-27%

29%

133%


Demographics


Yes 34%

No 66%

Demographic profile

Source: BabyCenter 21st Century Mom® Insights Series Mobile Mom Module, July 2014

17%

24%

52%

37%

35%

0 to up to 12 months old

12 months to up to 24months old

2 years up to 5 years old

5 years up to up to 9years old

9 years old to up to 18years old

None 41%

One 22%

Two 17%

Three or more 20%

Pregnancy

Number of children Age of children

Moms’ age:

The average and

median age of

moms in this

sample is 32 years

old.


Demographic profile

Source: BabyCenter 21st Century Mom® Insights Series Mobile Mom Module, July 2014

4% 5%

10% 11%

23%

19%

9%

5% 7%

Ethnicity

HHI

49%

13%

29%

3%

3%

Employed full time,currently

Employed part time

Stay-at-home parent

Unemployed, looking forwork

Student

Employment

77%

9%

8%

6%

2%

Caucasian

Hispanic

African American

Asian /Pacific Islander

Native American

small screens’ big influence on moms’ path to purchase · source: babycenter 21st century mom®...

Documents