90% of Irish Moms will use their smartphone to shop this Christmas. That’s according to a new survey conducted by eumom, Ireland’s largest parenting community. The survey also found that 58% of moms are mobile shopping at least every month with 20% using their smartphones to shop weekly.
The smartphone is an integral part of the shopping journey with results from the research showing that
- 70% of respondents use their smartphone to check store locations
- 67% check product availability
- 66% compare prices
- 61% read product reviews
- 50% take a photo of products
But it’s not just about finding prices and availability, nearly a third of the moms surveyed do all their online shopping on a smartphone.
According to Joan Mulvihill CEO Irish Internet Association: “These survey results are a real call to action for Irish retailers. Businesses know to invest in their online presence to boost sales and with such irrefutable evidence provided by the credible source that is the eumom community it’s clear that mobile should be the starting point for many. I’m delighted that eumom as a long-standing member of the IIA has surveyed this important demographic of female shoppers and that retailers take the time to review these findings in the context of setting out their ecommerce strategy for 2016. What a super way to start the year.”
According to eumom Director Olive Fogarty: “As we know it’s usually Moms who tend to lead shopping and mobile trends and now we’re seeing that the smartphone has become an essential part of the shopping routine. No doubt the emergence of the larger screened smartphone and the increased confidence of the user is playing a part in this shift in behavior from the more traditional desktop online shopping.”
The survey also found that over 60% of Irish moms are shopping using their smartphones more than last year with clothes and footwear being the most favoured product category. With modern moms having such busy days, it’s the sleep-deprived and night owls who seem to do most of the smartphone shopping with over 70% of respondents saying that evenings and night time in bed are the most popular times to shop.