Parent Power! Placecast/Harris Interactive Poll Shows Parents Dominate Mobile Shopping World

Recently, via, Placecast announced the results of the third installment of its “The Alert Shopper” series, which polled nationally representative samples of parents and non-parents to track trends in m-commerce from 2009-2012. Guess which group dominates the smartphone shopping arena?

The most recent Harris Interactive poll shows that parents with children under the age of 18 are much more likely to utilized their mobile phones to take advantage of text/email alerts and act on them while shopping on the go.  Last year, 27% of parents made online purchases via smartphone, compared to just 17% of non-parents.  Parents are also three times more likely to utilize text message coupons and twice more likely to “check-in” to retailers via social networking sites.  In fact, parents are significantly more likely than non-parents to own a smartphone in the first place (53% of parents have smartphone technology, while only 35% of non-parents are able to take advantage of smartphone sales.)

And, of course, when it comes to mobile offers, parents are particularly skilled at tracking down coffee and beverage text deals 🙂

“Any parent can confirm how having a child changes your behavior with technology and shopping,” says Kathryn Koegel, Chief of Insights for Primary Impact consulting, which worked with Placecast and Harris Interactive to develop the poll. “You go from being able to check your computer as often as necessary to a constantly on-the-go lifestyle where mobile computing becomes essential and a critical timesaver. Parents in playgrounds are shopping for a variety of goods – and most significant for retailers, they are using their phones for retail activities in stores. They are the most likely demographic sector to have purchased an item on their phone in a store. This is an amazing opportunity and challenge for retailers to drive loyalty rather than send people to a competitor.” (

Are you a frugal, smartphone-savvy mom or dad?  Email you stories, tips, and tricks to!