More moms are using their smartphones to shop both in-store and out of store, a newly released BabyCenter LLC study finds.
In August, pregnancy and parenting information site BabyCenter.com polled 1,117 U.S. women who were pregnant or had at last one child and owned a smartphone for the study “2015 U.S. Mobile Mom Report.” BabyCenter LLC is a subsidiary of health care products company Johnson & Johnson.
The Mobile Mom report finds that 64% of moms have purchased an item on their smartphone within the past month, up from 48% in last year’s survey.
Also, within the past 30 days, 73% of surveyed moms visited a retail or shopping site on their smartphones, a 7% increase from last year; 61% used a mobile coupon, a 13% increase; 58% used a retail app, a 14% increase; and 47% used their phone to photograph something they are considering buying, up 14%.
When shopping for children’s products on a smartphone, the most commonly purchased items are children/baby apparel (62% of moms say they purchased), and toys (56%). Only 36% of surveyed moms purchased diapers and wipes via a smartphone, 26% purchased skin care products or their child and 18% purchased school supplies.
70% of mothers polled also say they use their smartphones while shopping in store. Of those women, 64% say they use their smartphone to compare prices, 60% to compare product features and 52% to look up product and brand recommendations.
Also while in store, 32% of moms scanned a product barcode or QR code with their smartphone within the past 30 Days. Top reasons for scanning an item include: to get a coupon (64%), to find better prices through an app (51%) and to read product reviews (38%).
After scanning a product on a smartphone while shopping in-store, 51% of respondents say they immediately purchased that product in the store. 33% did not purchase the item ever, 23% ordered it online later, 21% purchased it from another retailer and 14% purchased a different brand of the same product in store right after. Mothers could choose more than one option.
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