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How Moms Use Mobile Apps

Women's Marketing, Inc.
Women's Marketing, Inc.

Discover how moms are using mobile apps to organize her day, connect with friends, and simplify her life!

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The APP Mom HAPPY #M2W @Womens_Mktg
Who Is MOM? Todays 1/3 of all U.S. moms are 35 and under Shes coordinating the household and making or influencing 95% of all purchasing decisions 43% of moms work full time, 15% work part time Her smart phone allows her to be instantly accessible so, mobile is a good fit for her on-the-go lifestyle Sources: Edison Research, Moms & Media 2015, SheKnows Femvertising Study 1
More than 88% of U.S. Moms Own a Smart Phone For todays busy moms, the smart phone has emerged as an indispensable tool for staying in touch with family and friends, researching and shopping for her favorite products, and organizing her day 2
Mobile Apps Are Indispensable 3
* 62% of all digital media time is now spent in mobile * 54% of mobile time is spent in apps Source: comScore Media Metrix MP and Mobile Metrix, U.S., Total Audience, June 2015 4
HER GO-TO APPS Mobile Mobile Essentials Include Games 52% Banking 43% Weather 47% Retail 34% Social 45% Mobile web and apps work in tandem as traffic and awareness drivers. The apps serve as a springboard into the deeper content experience available on the mobile site, or even on desktop. Facebook 89% Facebook Messenger 80% YouTube 80% Pandora 69% Instagram 61% Google Maps 55% Pinterest 54% Gmail 53% Amazon 47% Snapchat 44% Netflix 33% Twitter 30% Weather Channel 27% 5 Source: MRI Fall 2015 (Target W18-34; Has children); comScore 2016 (Target: W18-34; Has children)
THEY MAKE her life Easier 6
App Happy: Reaching Her on Mobile Apps 7
Case Study 8 CAMPAIGN GOALS Generate awareness of Foreos Luna and Issa products to drive consumers into Sephora and other department store retailers to purchase. Consumers were targeted through hyperlocal in-store targeting and retargeting of shoppers, 3rd party DLX behavioral targeting of spa mavens & beauty buyers, and contextual targeting of beauty, health and tech apps/sites. Rich media expandable banner ads were delivered that clicked through to a store locator. KEY HIGHLIGHTS & INSIGHTS CPA $3.61 2% of the $169 Luna retail price Overall CTR more than 2x the industry average DLX and contextual targeting received increasing engagement as campaign continued throughout the flight DLX Targeting 0.98% CTR (nearly 3x the industry average) Contextual Targeting an impressive 1.80% (more than 5x the industry average)
Key 1. 2. 3. 4. Takeaways 9 Moms spend the majority of mobile time in apps Moms rely on apps to simplify her life. Content delivered in apps is tailored to her interests and lifestyle. Therefore, in-app ads are more likely to be viewed as valuable Ads that empathize with her and speak authentically to universal truths will engage her Understand the difficulties she is experiencing and offer solutions at the moment of engagement
THANK You Andrea Van Dam,CEO Womens Marketing, Inc. avandam@womensmarketing.com

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How Moms Use Mobile Apps

  • 2. Who Is MOM? Todays 1/3 of all U.S. moms are 35 and under Shes coordinating the household and making or influencing 95% of all purchasing decisions 43% of moms work full time, 15% work part time Her smart phone allows her to be instantly accessible so, mobile is a good fit for her on-the-go lifestyle Sources: Edison Research, Moms & Media 2015, SheKnows Femvertising Study 1
  • 3. More than 88% of U.S. Moms Own a Smart Phone For todays busy moms, the smart phone has emerged as an indispensable tool for staying in touch with family and friends, researching and shopping for her favorite products, and organizing her day 2
  • 4. Mobile Apps Are Indispensable 3
  • 5. * 62% of all digital media time is now spent in mobile * 54% of mobile time is spent in apps Source: comScore Media Metrix MP and Mobile Metrix, U.S., Total Audience, June 2015 4
  • 6. HER GO-TO APPS Mobile Mobile Essentials Include Games 52% Banking 43% Weather 47% Retail 34% Social 45% Mobile web and apps work in tandem as traffic and awareness drivers. The apps serve as a springboard into the deeper content experience available on the mobile site, or even on desktop. Facebook 89% Facebook Messenger 80% YouTube 80% Pandora 69% Instagram 61% Google Maps 55% Pinterest 54% Gmail 53% Amazon 47% Snapchat 44% Netflix 33% Twitter 30% Weather Channel 27% 5 Source: MRI Fall 2015 (Target W18-34; Has children); comScore 2016 (Target: W18-34; Has children)
  • 8. App Happy: Reaching Her on Mobile Apps 7
  • 9. Case Study 8 CAMPAIGN GOALS Generate awareness of Foreos Luna and Issa products to drive consumers into Sephora and other department store retailers to purchase. Consumers were targeted through hyperlocal in-store targeting and retargeting of shoppers, 3rd party DLX behavioral targeting of spa mavens & beauty buyers, and contextual targeting of beauty, health and tech apps/sites. Rich media expandable banner ads were delivered that clicked through to a store locator. KEY HIGHLIGHTS & INSIGHTS CPA $3.61 2% of the $169 Luna retail price Overall CTR more than 2x the industry average DLX and contextual targeting received increasing engagement as campaign continued throughout the flight DLX Targeting 0.98% CTR (nearly 3x the industry average) Contextual Targeting an impressive 1.80% (more than 5x the industry average)
  • 10. Key 1. 2. 3. 4. Takeaways 9 Moms spend the majority of mobile time in apps Moms rely on apps to simplify her life. Content delivered in apps is tailored to her interests and lifestyle. Therefore, in-app ads are more likely to be viewed as valuable Ads that empathize with her and speak authentically to universal truths will engage her Understand the difficulties she is experiencing and offer solutions at the moment of engagement
  • 11. THANK You Andrea Van Dam,CEO Womens Marketing, Inc. avandam@womensmarketing.com