Parents with children living in the household are more likely than adults without children living at home to use their mobile devices for list-making (19% vs. 13%) and for scanning barcodes in stores (16% vs. 9%), according to the Integer Group and M/A/R/C Research.
Households with children are more receptive than those without children to receiving messages from brands via their mobile devices (58% vs. 54%), with text messages being the preferred method.
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Women are more likely than men to use their mobile devices for a variety of functions, including reading product reviews, comparing prices, and making purchases. Shoppers say accessibility is the main reason they use their mobile devices to shop. Women are more likely than men to appreciate the ability to receive exclusive offers, whereas men prioritize getting content.
Sources: The Integer Group, Craig Elston, SVP Insight & Strategy, 7245 W. Alaska Dr., Lakewood, CO 80226; phone: 303-393-3402; celston@integer.com; www.integer.com.
M/A/R/C Research, Randy Wahl, EVP Advanced Analytics, 1660 N. Westridge Cir., Irving, TX 75038; phone: 972-983-0400; randy.wahl@MARCresearch.com; www.marcresearch.com.
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