Moms using Smartphones for Shopping!

Smartphones are spreading quickly throughout the population. eMarketer estimates 31% of US mobile users will have a smartphone this year, and according to research from mobile ad network Greystripe, many of those phones are ending up in the hands of older users.

The company’s “Advertiser Insights Report” on moms who use smartphones found that in Q3 2009, just 8% of the group were ages 55 or older. By Q1 2011, 26% were in that age group, while the proportion of the smartphone mom population under age 45 had dropped correspondingly.

Younger moms and older moms had similar levels of participation across several smartphone shopping activities, according to the survey. Moms under age 45 were about equally as likely as moms ages 45 and older to use their phones to locate nearby stores, compare prices and make shopping lists.

But younger moms were ahead when it came to more advanced mobile shopping activities, like researching new products, downloading digital coupons, tracking sales and making purchases on their phones. Respondents under 45 years old were also less likely to say they didn’t do any mobile shopping activities.

Younger moms were also more apt to download mobile applications in a variety of categories, though older moms were even or ahead in areas like news and health and fitness apps.

The survey did not break out a category for shopping-related apps, but many are seeing high usage and opening up new possibilities for retailers to reach on-the-go customers. shopkick, for example, which released version 2.0 of its namesake app in May 2011, now allows shoppers to “favorite” stores, creating a personalized tab of relevant deals. The app reported that within five days it had logged over 1 million “faves.”

How Moms of All Ages Use Smartphones for Shopping

Emineo Media


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Strategic Use of Social Media 2011!

Bazaarvoice, the market and technology leader in transforming customer conversations into long-term business value, released the second-annual Bazaarvoice Social Marketing Survey conducted with The CMO Club. The new study charts the progress of CMOs against their 2010 social media goals and benchmarks projected social investments, challenges, and expectations for 2011. The survey shows that social media had become an essential component of executive marketing strategies by the end of 2010, with 90% of CMOs participating in three or more social media activities. CMOs still focus on measurability and ROI but are recognizing there’s even more business impact to uncover. Nearly all (96%) are beginning to look beyond sales goals and web metrics to focus on how social media can deliver strong insights that fuel improvements across the business. This is consistent with Forrester Research’s recent finding that more than 45% of all companies now use social media assets for product development in addition to customer engagement (83%), and indicates a sea change in the strategic value that CMOs place on social today.

Key Findings:

The 2011 Survey points to a big shift in the power of social media and user-generated content, as brands begin to organize these voices into strong insights that serve as the launch pad for innovation and business change. In 2011, 93% of CMOs plan on using some form of user-generated content to inform product and service decisions. Top forms of user-generated content used in 2010 include customer stories (59%), product suggestions or ideas (54%), polling (49%), and customer reviews (47%).

CMOs were optimistic about tracking ROI for social in 2010 — 81% of those who participated in the 2010 Survey said they planned to track social media to revenues in 2010. However, standard ROI metrics proved difficult to measure for many social efforts; only 40% of CMOs surveyed in 2011 successfully tracked ROI on their social initiatives. Still, measurability remains a top executive priority, with sales conversion and revenue attribution standing out as the #1 and #2 growth opportunities in social measurement.

The 2011 Survey indicates that many CMOs still use social media tools without clear insight into the ROI that tool is delivering. More than half of CMOS still don’t know or don’t see ROI across many social media tools, in particular Facebook, LinkedIn, and Twitter. Bright spots include product ratings and reviews (59% see average or significant ROI); company / brand communities (56%); and company or brand blogs (48%).


Emineo Media