7/5/13
Among parents who own smartphones, dads are more receptive than moms to mobile marketing efforts, according to Placecast. Almost six in 10 dads (58%) have taken action in response to a promotion or coupon they received on their phones, compared with 46% of moms and 31% of smartphone owners without children at home. Almost seven in 10 dads (69%) who aren’t currently receiving opt-in mobile promotions are at least somewhat interested in receiving them, compared to 60% of moms and 42% of nonparents who’d be interested.
The majority of dads (53%) who receive mobile promotions or are interested in receiving them say they’d recommend retailers offering such promotions to others, compared with 48% of moms and 35% of nonparents who’d recommend them. Parents are more likely than nonparents to consider location-based mobile offers useful-81% of dads and 79% of moms find local offers useful, compared with 55% of nonparents.
Among smartphone owners, dads are more likely than moms or nonparents to own tablets-55% of dads have tablets, compared with 39% of moms and 30% of people without children at home.
SOURCE: “Alert Shopper IV: Digital Dads,” Placecast, Blair Swedeen, SVP Strategy & Business Development, 165 Page St., San Francisco, CA 94102; 415-501-9759; blair.swedeen@placecast.net; also, Rachael Himsel; rachael.himsel@placecast.net; www.placecast.net. Price: Contact for information.
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