Among three segments of mobile users in the US (who routinely use mobile media including native apps and mobile websites), women with children at home are highly likely to use their devices while shopping in retail stores (77%), as are mobile Boomers (74%). “Generation M” (aged 25 years and younger) are least likely to use their devices while shopping (65%), but show the most comfort with ads, according to findings from InMobi for Q2 2012, developed in partnership with OnDevice Research.
As data from the “US Mobile Media Consumption Report for Q2 2012″ reveals, mobile mothers lead the pack in mobile spending, with 30% claiming to spend more than $50 via their mobile devices, compared to 27% of mobile Boomers and 23% of Generation M. But mobile mothers are the least comfortable with mobile ads (58%), behind both Generation M (71%) and mobile Boomers (61%). Read the rest at MarketingCharts.
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