More than 90 percent of moms shopped more on mobile devices in 2012 than in 2011, and

2013 could be the year that moms and mobile shopping become inextricably linked, according to an end-of-year survey conducted by Alt12 Apps, the world’s largest mobile network for women including apps BabyBump, Pink Pad and Kidfolio.

Querying more than 1,000 of its 1.3 million monthly users, Alt12′s survey found 93 percent of moms shopped significantly more on their smartphones and tablets in 2012 than in 2011.

Nearly three out of four moms now regularly use a mobile device to shop — and one-third of whom do so more than half of the time.

Moms are highly engaged, highly mobile

Census data reports there are more than 85 million mothers in the U.S., one-third of whom own connected devices and, according to the Alt12 survey, spent more than 11 hours shopping for holiday gifts alone.

“Moms are a highly engaged, highly mobile demographic who spend a significant amount of time shopping, particularly for their families,” said Jennifer Wong, CEO of Alt12 apps. “Because of this, we believe moms will be one of the driving forces behind a surge in mobile purchasing in 2013.”

Mobile Shopping and Moms
According to the survey, when moms make purchasing decisions they frequently turn to other moms, mobile apps, and social networking to help decide what to buy.

In fact, 58 percent turn to reviews and recommendations from other moms when they shop, and nearly half use social networking apps to decide what to buy. And for whom are they buying usually? A full 91 percent spend most of their time shopping for their families, rather than for themselves.

 

Summary of Key Survey Findings

  • 93 percent of moms shopped significantly more on their smartphones and tablets in 2012 than in 2011.
  • Nearly 70 percent of moms now regularly use a mobile device to shop.
  • One-third of moms who shop using a mobile device, do so more than half of the time.
  • Moms spent more than 11 hours shopping for 2012 holiday gifts alone.
  • 58 percent of moms turn to reviews and recommendations from other moms when they shop.
  • Nearly 50 percent of moms use social networking apps to decide what to buy.
  • 91 percent of moms spend most of their time shopping for their families, rather than themselves.
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