Smartphone Moms

MAY 2011

advertiser insights report

Smartphone Moms Insights

Greystripe, Inc. • info@greystripe.com • San Francisco, CA • United States • www.greystripe.com • www.twitter.com/Greystripe

smartphone moms insights

MAY 2011

PURPOSE This report is designed to provide advertisers with insight into “Smartphone Moms” – female users (with children) of touch smartphones, specificallyiPhone, iPod touch and Android. During Q4 2010 and Q1 2011, Greystripe did an exploration of our users, focusing on Smartphone Moms and mobile’s role in their shopping process.

AbOUt GREYStRiPE
Greystripe, a division of ValueClick, is the largest brand-focused mobile advertising network with a US reach of over 30 million touch devices. Greystripe delivers the highest engagement and mostsophisticated targeting for brand marketers, the maximum revenue for publishers and app developers, and the best ad experience for users. Greystripe’s proprietary advertising platform serves billions of rich media impressions into more than 3,500 application titles and mobile websites across all major mobile platforms.

Mobile is a critical part of the shopping process for the majority of Smartphone MomsWhat role does your phone play in your shopping? (select all that apply)
Greystripe US smartphone audience 2/11, n = 239

50% 40% 30% 20% 10% 0%

45% 36% 31% 26% 21% 16% 15% 1.4%
Locate New Shopping Download Track Direct Other Price nearest compare product list coupons sale purchases store research items

58%
34%
66% of Smartphone Moms indicated that their mobile devices play a role inshopping.

None

WHY MOBILE MATTERS
Greystripe, Inc. • info@greystripe.com • San Francisco, CA • United States • www.greystripe.com • www.twitter.com/Greystripe

smartphone moms insights

MAY 2011

Do you use your iPhone at the grocery store? (select all that apply)
Greystripe US smartphone audience 2/11, n = 239

60% 50% 40% 30% 20% 10% 0%

58%

32% 21% 14% 12% 10% 5%Shopping Recipe list lookup Price Download Nutrition What’s in No role compare coupons research season?

42% of Smartphone Moms use their phone at the grocery store

How do you make your purchasing decisions? (select all that apply)
Greystripe US smartphone audience 2/11, n = 239

80% 70% 60% 50% 40% 30% 20% 10% 0%
Advertising Friends & family recommen. Mfr or store website

55% of SmartphoneMoms indicated that advertising plays a role in their purchasing decisions

67% 55% 42% 10% 10%
Third-party website Other

I use coupons every time I shop
Greystripe US smartphone audience 2/11, n = 239

35% 30% 25% 20% 15% 10% 5% 0%
Strongly agree

36% 21% 21% 10% 12%
Somewhat agree Neither agree nor disagree Somewhat disagree Strongly disagree

57% of Smartphone Moms use couponsevery time they shop

Greystripe, Inc. • info@greystripe.com • San Francisco, CA • United States • www.greystripe.com • www.twitter.com/Greystripe

smartphone moms insights

MAY 2011

WHO IS THE SMARTPHONE MOM?
a

= 1, n 2/1 ce ien ud

239

1% 45%

Greystripe US sm art ph on e

What role do you play in your household’s purchasing decisions?

54%

Primary Share No role

TheSmartphone Mom is a key decision maker—99% play a role in their household’s purchasing decisions

The Smartphone Mom welcomes ads—91% prefer free apps with advertisements over paid apps without advertisements

Greystripe US sm art ph on e

a

= 1, n 2/1 ce ien ud

239

9%

Which type of mobile applications do you prefer?

Paid apps, no ads Free apps with ads

91%

How old areyou?
Greystripe US smartphone audience 2/11, n = 239

35% 30% 25% 20% 15% 10% 5% 0%

Q3 2009 Q1 2011

30%

32%

34% 34% 26% 23%

The Smartphone Mom has evolved over the last two years. She has begun to skew older in
age with significantly more 55+ year old women in the category.

15% 8% 2%
25-34 35-44 45-54 55+

6%

18-24

Greystripe, Inc. • info@greystripe.com • San...