Dive Brief:
- Women are almost twice as likely than men to have made a purchase via mobile in the last month, according to a new report from BI Intelligence.
- Women are also more likely to conduct product research on smartphones and tablets than men (63% vs. 52%).
- According to prior research form the National Retail Federation, women are more likely to be influenced by mobile coupon deals than men, 27% to 20%.
Dive Insight:
Women are leading the surge in mobile shopping, according to a report from BI Intelligence. Of the people surveyed by BI Intelligence that made a mobile purchase last month, 66.5% of them are women while 33.5% are men. As recently as 2013, more men reported making mobile purchases.
Women also lead men also in other mobile behaviors, the report says, such as conducting product research on smartphones and tablets (63% vs. 52%). Women also used phones and tablets more often to find store locations, and told the National Retail Federation (NRF) that coupons influence their purchase decisions more often than men, 27% to 20%.
The implication for mobile marketers is to cater to women’s wants, emphasizing coupon promotions when appropriate and making store locator functions prominent to encourage omnichannel conversion. Since mobile commerce is growing three times faster than overall e-commerce, the report indicates, women will have a lot of say in what sells.