If mobile is indeed the glue that holds all of a retailer’s channels together, then mothers are using that glue to hold their busy lives together. According to eMarketer, moms are increasingly using smartphones for everything from saving time to killing time and everything in between. A few of the key points from eMarketer’s research:
This obviously provides great opportunities for mobile sites and apps that help these busy moms to be more productive because 70 percent of U.S. moms work outside of the home. But the savvier they get, the less they'll put up with poor mobile experiences. Any brand or retailer looking to cultivate a loyal, lasting relationship with mothers would be well advised to focus on creating a great mobile experience.
The stakes are high. In fact, a Google study found that 61 percent of mobile shoppers will bounce if they don’t see what they are looking for right away. Those shoppers won't give your site search or faceted navigation a chance. And worse yet, they’re not just gone. Harris Interactive found that 9 out of ten Americans who have a poor mobile experience have negative feelings about that brand. Neither of these studies broke out mothers specifically as a cross-tab, but I believe many moms use up all of their patience with their children and spouse and have little left for brands with bad mobile sites.
So what does a mother want in her mobile experience? Well, I'm not a mother -- but I am married to one, and she wants to:
Mobile sites that can handle these three use cases for busy mothers will earn a place in their hearts (and home screens). Those that can’t will be discarded like an old pair of mom jeans.
So how should you evaluate your mobile site to see just how well it will appeal to moms? It’s actually fairly easy, although making the necessary fixes may not be. Put yourself in their virtual shoes.
As many studies have suggested historically, women will be a major driver of holiday shopping -- and a large portion are expected to shop and/or do research with mobile devices. The question for retailers is: "Are you doing enough to target all use cases?"