Mobile Marketing and the Power of Women
Here I was at Best Buy, looking to buy a laptop. While I was approached by several sales people, I wasn’t interested in what they had to say. What I was interested in was the unbiased opinion of what other laptop buyers had to say was a “good value,” comparing prices at nearby retail stores, and seeing if there was a fantabulous coupon or deal out there. And what better way to figure that out, than right there in the store with my smart phone. While I did feel a bit rude and disloyal to Best Buy as their staff stared at me in disappointment while I price shopped, I wasn’t the least bit regretful as I did find a better deal elsewhere and bought a laptop that day.
The question is how many other women are “phone shopping” to make a buying decision? It’s no surprise that women account for 85% of all consumer purchases including everything from autos to healthcare1. But, did you know that 1/3 of women surveyed by Nielsen during the 2010 Holidays said they used their phones as an important shopping tool? In addition, 62% of women used mobile devices for price comparisons and 46% comparison shopped while in a store (so I’m not alone!)
So what about coupons? According to She-Economy, 92% of digital divas pass along information about deals to others. Who isn’t looking for a deal these days? Groupon… Love it! Specials through Foursquare because I just checked in or am Mayor, awesome! Gap, you knew I was in the area and sent me a coupon for 15% off… sweet, Mama’s buying a new pair of jeans. Mobile marketing is a way to get in front of influential buying machines… women.