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US Mothers Depend on Smartphones Throughout Shopping Process

Smartphone ownership among US mothers grew immensely since 2009

November 4, 2015 | Retail & Ecommerce | Demographics

Smartphones have become an integral part of the shopping process for US mothers, who rely on the device throughout the purchase funnel.

Activities Conducted via Smartphone Throughout the Shopping Process by US Mother Smartphone Users, 2011-2015 (% of respondents)

BabyCenter polled expectant females and mothers with children under the age of 18. A majority of activities conducted throughout the shopping process by these respondents happened online. However, mobile was not far behind. In fact, the channel is increasingly becoming a key touchpoint in the purchase process.

Since 2011, smartphone activities conducted throughout the shopping process have increased substantially. But for most shopping activities, mothers reached peak smartphone usage last year. Since then, most activities have either plateaued or dipped.

But one activity—deciding where to buy a new product—has been continually growing year over year. Indeed, this activity increased 7 percentage points in 2015 compared to 2014.

Smartphone Ownership Among US Mothers, 2009-2015 (% of respondents)

More moms are relying on mobile when it comes to shopping-related activities this year vs. last year. Behaviors like visiting a retailer’s site, redeeming a mobile coupon and reading product reviews have increased. Using a retailer’s app, in particular, has grown by 9 percentage points in 2015 vs. 2014. Meanwhile, usage of price comparison, deal sites and photo recognition of products have decreased by 1 or 2 percentage points, mobile is certainly influencing how these mothers shop.

Separate data from Edison Research shows just how much smartphone ownership among US mothers has grown. In 2009, only 8% of respondents said they owned a smartphone. Fast-forward to 2015 and 84% of US mothers own one.

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