Moms Buy on Smartphones. Here’s How to Get Them to Buy From You

December 14, 2015 Karen Axelton

mobile purchase

What are moms using their smartphones for? According to a new study by BabyCenter, a sea change has occurred in the past year: Rather than just using their phones to look for coupons or compare product prices, more and more moms are actually using their phones to make online purchases. In fact, in the month prior to the survey, nearly two-thirds of moms (64 percent) say they made at least one mobile purchase. That’s a 33 percent increase from last year’s figures.

The BabyCenter U.S. Mobile Mom 2015 Report calls the change a “tipping point” in the way moms make a mobile purchase. And purchase they are: Moms are shopping more than ever, with 73 percent having visited a retailer or ecommerce website in the past month. Other shopping behaviors that are growing in popularity include:

  • Using a retailer’s app (up 14 percent from last year)
  • Looking up prices online while shopping in a physical store (up 14 percent from last year)
  • Using mobile coupons (up 13 percent from last year)

What products are most likely to be a mobile purchase? Apparel leads the list, purchased by 62 percent of moms in the survey on a smartphone. Holiday and birthday gifts, toys and travel are close behind.

What’s keeping mom from buying everything on her smartphone? Well, ease-of-use is still a factor. Nearly six out of 10 respondents to the survey say it’s hard to type enough information to their phones to make a purchase.

How can you make moms more likely to buy from your small business? Here are four ideas to encourage a mobile purchase based on the survey results.

  1. Build a strong online presence. Almost two-thirds of moms go online using their smart phones to compare product prices. If you sell popular products, such as coveted brand names, make sure your website or brick-and-mortar store pops up high in search results for those products by practicing good SEO throughout your site.
  1. Offer discounts and coupons. Moms are very price conscious; 59 percent use of smartphones to look for coupons or deals. If you have an ecommerce website and offer coupons or discount codes, list them on popular coupon websites to attract more shoppers. If you own a brick-and-mortar store, ask your customers to sign up to receive SMS text messages from your business, then send them discount codes and mobile coupons.
  1. Encourage them to register and create an account with your business. This way, they can save their payment and shipping information, making it easier to purchase from a smartphone since they won’t have to retype everything each time they buy.
  1. Enable one-click buying. Forty percent of moms in the survey say that the ability to purchase with one click makes it easier for them to buy things on their smartphones.

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Author information

Karen Axelton

Karen Axelton

Karen Axelton is Chief Content Officer of GrowBiz Media, a media company that helps entrepreneurs start and grow their businesses. Visit her company’s blog at


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