A new report from BabyCenter reveals an uptick in the influence of mobile on moms’ buying and testing of new products and brands, increasing from 47% in 2013 to 59% in 2014. Other findings from this study:
- Mobile has a growing impact across the entire purchase funnel, with increased usage in terms of getting product ideas, getting product/brand recommendations, comparing features, comparing prices, finding coupons or deals, and deciding where to buy.
- 79% of moms use their mobile device for shopping while in-store.
- Moms are more comfortable buying small ticket items and travel-related purchases on their phone.
- 72% of moms said that a coupon was the most appealing feature in a mobile ad.
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