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Moms not too keen on mobile coupons: Study

June 28, 2010

woman-shoppingMost moms are not currently interested in mobile coupons, but they will warm up to them as technology improves and makes them easier to use, according to research by Bohan Advertising | Marketing.

Despite signs of economic recovery, the majority of moms – 58 percent – expect to scale back dining out the rest of this year, with nearly two-thirds planning to cook more at home. The outlook is good for sales of more profitable private-label products.

“The key finding is that moms are still cautious on the economy and are looking for savings for their homes,” said Shari Day, general manager of Bohan’s Knoxville office.

“They are not too big on using mobile coupons because we are not really there yet with the technology,” she said. “Until the technology goes to the next level, there is not a lot of receptivity.”

The Bohan study found that more than half of moms say they will buy fewer brand name items, with more than four in 10 planning to buy private labels.

Although moms are even more addicted to deals and coupons than ever, mobile does not seem to play a big role in their saving strategy. 

The vast majority of moms – 84 percent – plan to use coupons, with more than three-quarters saying they will increase their coupon use this year.

But the majority of moms are not interested in receiving them through social networking sites (59 percent) or mobile phones (74 percent).
Instead, they prefer to receive them through newspapers, mail, email, grocer Web sites and in stores.

Moms also are disinterested in organic and locally grown food, with only 24 percent planning to buy more organics and just a third planning to purchase more locally grown products.

Currently, about half select organics less than once a month, while a quarter buy locally grown food once a week or more.

While many grocers have added in-store dining and are offering a wide array of prepared foods, moms are walking past them.

The survey found less than 15 percent (10 percent for in-store dining and 14 percent for prepared foods) consider such services important.

“Today’s moms, more than anything else, want low prices, a wide variety of brands and rewards programs that are tailored to their needs,” Ms. Day said.

The survey of 585 moms over age 18 with at least two children at home was conducted online in late May. It has a margin of error of 5 percent at a 95 percent confidence level.

“I think there are a lot of opportunities for mobile in the grocery industry,” Ms. Day said. “They should target a younger demographic and also find ways to give moms a reason to come in.”

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Giselle Tsirulnik is senior editor at Mobile Commerce Daily and Mobile Marketer. Reach her at

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