A survey of 11,574 mothers in the UK by data insight company FanFinders has revealed that when it comes to researching brands and products mums favour their smartphone over other devices. When researching brands and products:
- 68% of mums favour their smartphone
- 20% use a tablet
- 10% use a laptop
- 2% desktop PC
- >0.5% a smart TV
The majority of mums surveyed said that email was their preferred method to receive promotional messages (breakdown below). With nearly 2/3 of mums stating that they do engage with advertisements on social media, and over 60% of them revealing that they were most affected online advertising (only 39% cited TV).
- 67% email
- 12% social media
- 16% via TV
- 5% promotions via apps
FanFinders director, Nick Hadfield, said “Today’s mum is still the biggest decision maker in UK households but she wants to engage with brands on social media and receive emails to her smart phone. Today’s mum wants up to the minute information, which she can digest at her leisure”.
He further elaborates by explaining that though marketers need to reach mothers on an emotional level there has been too much focus on the message and not enough on the suitable channel. “Today’s mum is busier than ever and although she would appreciate brands relating to her on a personal level, we know she wants discounts and information emailed to her to rather than a television advert capturing the ‘essence’ of her motherhood in 25 seconds.”
This article was first published as “Mobile the primary device mums use to research brands” and can be found here.