Women shoppers are digitized to the max. They are, not only, the world’s largest market, but they are also the leaders in utilizing technology to accomplish their tasks. When it comes to motherhood, digital tools become even more important. In an article by Matt Carmichael entitled, “Kids take all the fun out of shopping”, he compares the shopping differences between a woman without kids and a mother. A woman with out kids sees shopping as Relaxed, Impulsive, Social, Fun. A mother sees shopping as Rushed, Overwhelming, Stressful, Deal-driven. This is at the core of why mothers see digital as a way for them to manage their shopping needs. Also, this has nothing to do with just buying diapers and school supplies. It permeates throughout how they buy for almost everything. Here are a few other highlights (Based on a survey by BabyCenter US):
• They play to win – Moms see shopping as a sport. They play to win because a win is for their family, rarely for themselves. Over 84% of moms agree with the statement, “When I save money on a shopping trip by using coupons, sales or other deals, I feel like ‘I won.’ ” They use every available resource. Online and especially digital, are great tools for them to find that edge. Almost two-thirds of moms have a scanner app on their mobile device (30% more than the general public.) Three in five belong to at least one group buying service.
• They don’t shop alone – It’s not they run in packs, but their mobile device keeps them in touch with their allies and support system. They will utilize this network for second opinions on the fly, text a picture for a quick reaction. Over 44% share discount codes and digital coupons while over 62% participate in online reviews. When mom goes shopping, they take their whole social graph with them.
• They still utilize their partners – Though women/moms make over 85% of buying decisions, they don’t make them in a vacuum. Mothers still tap into their spouses’ opinions and even get them to participate in their sport. One in four say their spouses are involved or highly involved in shopping.
• They buy the big stuff too – Moms are not just buying diapers and soap, but are the main influence on a wide range of products and services. Moms spend twice as much online buying video games than the general online population (surprised the heck out of me, too). Same goes for software and hardware. They are 47% more likely to anticipate a need for major financial services purchases in the next 12 months and start searching online and on their mobile device with their social graph. They still dominate vehicle purchases by being the main influencer over 89% of the time.
• They reward brands who make their life easier – Having kids in tow, a mom will reward brands who make her life easier or more convenient. Even if it costs more, if you help simplify her life, she will reward you with her loyalty and open up her social graph to your brand. They also demand a seamless experience which means she can buy online, get discounts via mobile, return it to your brick-and-mortar store, all without any hassles.
When all is said and done, moms use digital and mobile technology to help them accomplish and win at the game of shopping. They tally up their savings, take note of brands who offer to simplify their life and make it easier, and brag to their social graph about the day’s big scores. Don’t you want to be one of her victories?