Joint Study from Ansible and Millennial Media Highlights Hyper-Connected Consumers with Top Purchasing Power
New York, NY, October 13, 2014 – Ansible, the full-service mobile agency of IPG Mediabrands, today released results from its Mobile & Moms – Are We There Yet? study, conducted in partnership with leading independent mobile ad platform company Millennial Media (NYSE: MM). The research shows that U.S. millennial moms are an active, dominant, mobile-savvy group of consumers who use multiple devices along the purchase funnel. Additionally, the study takes an in-depth look at cross-screen and location-based engagement within the demographic, specifically within four product categories: retail, consumer product goods, consumer electronics, and automotive.
Three themes from the study emerged about millennial moms and their use of mobile technology.
Mobile as a Tool to Laser-Target Moms
In the U.S., moms over-index on Android smartphone ownership (59%) and overall tablet ownership (43%). Married, educated, working, and higher household income (HHI) mothers eclipse all mobile use. The combination of managing and organizing a family’s life along with the accelerated adoption of mobile applications drives an increased use of connected technologies.
Cross-Screen Experiences Boost Opportunities
Moms are heavy cross-screen users and spend more time across screens and devices than dads. For moms who start their purchasing journey on a smartphone, 84% continue on a smartphone, 88% continue on a tablet and 85% continue on a computer.
Location Drives Mobile Touchpoints
The divide between smartphone and tablet use is driven by location, as moms use their tablet at home. Fifty-eight percent% of moms use their tablets in the kitchen every day. They use their tablet for their personal needs mostly in the bedroom after the kids are asleep. Moms turn to their smartphones first when they are away from home. Using their smartphones in-store, 50% of moms take pictures of products, 32% scan product barcodes, and 39% find product coupons or deals.
“Moms have changed. They are more connected and have more purchasing power. The combination of multiple devices and data sources creates a unique opportunity for advertisers to capture this dynamic market. Today mobile is positioned as the best screen for influencing and accelerating millennial mom consumers from awareness to purchase,” said Angela Steele, Global CEO of Ansible. “Moms are empowered by technology and represent a growing mobile commerce segment.”
“Moms today are savvier than ever, leveraging on-the-go tools to effectively maximize value and time,” said Carrie Seifer, SVP of Global Strategy at Millennial Media. “As such, mobile has become moms’ device of choice across a range of functions, including researching and purchasing. Given the fact that moms often hold much of the purchase decision-making power in a household, mobile should be a top vehicle for outreach across the board.”
Recommendations for Marketers
With a combined purchasing power estimated at $170 billion in annual spending, millennial moms in the United States represent a flourishing market. The report provides actionable insights for mobile marketers to recapture moms’ attention in the four product categories.
Retailers can use mobile as a tool to drive moms to stores. Branded applications that include advanced options and native features - such as mobile payments and coupons, saving payment information, and product availability in a specific store location - all help moms save time and money. Additionally, retailers can target moms on smartphones and tablets in the evening to help them plan their shopping activities.
Consumer goods brands running mobile campaigns should include product information and call-to-actions to entice purchase. As for retailers, CPG brands can drive moms to the store armed with any product or pricing information saved to their mobile devices. Partnering with retailers to offer mobile coupons through their app can help increase exposure. Targeting tablets in the home or at night, or smartphones before the work day ends, will capture moms’ attention as they plan their shopping.
Consumer electronics (CE) advertisers should include enhanced, rich functionality in their mobile campaigns in order to supplement the in-store experience. This is an area where CE brands can leverage significant creative in their campaigns to engage and interact with moms. Creatives could include videos and 360 degree images that showcase a product’s features.
Automotive advertisers should run mobile campaigns with dazzling storytelling that displays the car’s features. Creatives should also include a link to social media channels whereby moms can get reviews. Reach moms who are considering a new car purchase by running multi-phased cross-screen campaigns, and re-targeting those who show interest in car and brand content.
*Full report available here.
Ansible is a global leader in marketing to the connected consumer. Our dedicated, multifaceted team of strategists, technologists, designers, and media experts develop rich, mobile-first brand experiences that are designed to drive both in-store and tap-to purchases on behalf of our clients. The full-service mobile agency of IPG Mediabrands, we empower clients with mobile tools and partnerships as well as a clear understanding of shopper behaviors to engage consumers at the right time and right place, and build a bridge from home to purchase.
About IPG Mediabrands
We were founded by Interpublic Group (NYSE: IPG) in 2007 to manage all of its global media related assets. Today that means we manage and invest $37 billion in global media on the behalf of our clients, employ over 7,500 diverse and daring marketing communication specialists worldwide and operate company businesses in more than 130 countries.
A proven entity in helping clients maximize business results through integrated, intelligence-driven marketing strategies, IPG Mediabrands is committed to driving automated buying, pay for performance and digital innovation solutions through its network of media agencies including UM, Initiative, BPN, ORION Holdings and ID Media. Its roster of specialty service agencies, including MAGNA GLOBAL, Ansible, Mediabrands Audience Platform, Mediabrands Publishing, IPG Media Lab, Ensemble, and Identity offer technologies and industry moving partnerships that are recognized for delivering unprecedented bottom line results for clients.
About Millennial Media
Millennial Media is the leading independent mobile ad platform company, supporting the world’s top brands and mobile content providers. The company's unique data and technology assets enable its clients to connect with their target audiences as they move across screens, media, and moments. Millennial Media drives meaningful results at scale through a diverse suite of products fueled by innovation and the industry's smartest minds. For more information, visit www.millennialmedia.com.
Millennial Media is the leading mobile ad marketplace, making mobile simple for the world’s top brands, app developers, and mobile web publishers. The company's data and technology assets enable advertisers to connect with target audiences at scale, while driving monetization for publisher and developer partners. AOL acquired Millennial Media on October 23, 2015. Millennial Media boosts AOL's global, mobile capabilities and scale across ONE by AOL for advertisers and agencies, and offers the most attractive monetization platform for app developers.