American consumers have a lot of choices on how to access the internet these days with desktops, mobile phones, and tablets. A new study focused on how Millennial Moms, women who are between the ages 18-34 and have at least one child, navigate their digital devices in regards to research and purchasing. For the study’s purposes, it focused on the four categories: retail, consumer electronics, consumer goods, and automotive.
MediaPost reports that the new study was conducted by Millennial Media and commissioned by the agency Ansible.
Details released include that roughly 30% of responders stated that smartphones were used in the “inspiration” and research phases of shopping. Twenty one percent used smartphones to make a purchase.
Looking at tablets, 25% used the device for research, and 18% used it for purchasing.
PCs seem to get the biggest research time when the consumer is looking for a high consideration purchase, like a car. A bigger screen and other available shopping tools give desktops the advantage.
It is suggested that advertisers focus on the context that each screen reaches the Millennial Mom. Meaning, if that consumer is using a certain device at home, at work, or in a store, it’s important to make the advertising messages relevant to each location and device.