According to a research seen on Marketing Week, new mothers are more likely than the rest of the population to look for deals and advice on mobile wallets, which also reveals they have been known to use shopping trips as a way to escape the kids.
As many as 50% of new mums in the UK own smartphones, according to some retailers, and they are increasingly using them to buy goods after researching, says an exclusive report by BabyCentre, which asked more than 1,000 British women about how they shop.
They are much more reliant on and influenced by the internet and on technology when shopping for groceries, baby clothes and equipment than the general population, says Mike Fogarty, senior vice-president and global publisher at BabyCentre.
“Mums are at the leading edge of the future of shopping. They have an incredible need for information and services in addition to all the other things that a new mum needs. They are using technology to get their jobs done.”
Nearly 90% of new mothers shopped online in the 30 days prior to the research being done and 62% say they would do all of their shopping via the internet if it made sense to.
“As mums, we look to other mums for the best advice – could be for innovative, yet practical things to buy or dealing with fussy eaters or how to keep them busy over holidays or weekend. We have noticed that 80% of our subscriber mums, browse the site and shop on their mobile device says Pooja Juneja, Founder of Mums and Me.
Discounts are al very popular in driving online interaction – and not just because of the savings they provide, says Fogarty. As many as 90% subscribe to a daily deals service and 44% regularly print money-off vouchers.
Restaurants and theater deals may be nice but sometimes just don’t do it where moms with one or more little tykes in tow are concerned. Daily Deal Sites with a focus toward the needs of mothers and children are filling an important niche within the industry.