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, specifically iPhone, iPod touch and Android. During Q4 2010 and Q1 2011, Greystripe did an exploration of our users, focusing on Smartphone Moms and mobiles 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 most sophisticated targeting for brand marketers, the maximum revenue for publishers and app developers, and the best ad experience for users. Greystripes 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 Moms
What 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 in shopping.

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 Whats 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 Smartphone Moms 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 coupons every 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 households purchasing decisions?

54%

Primary Share No role

The Smartphone Mom is a key decision maker99% play a role in their households purchasing decisions

The Smartphone Mom welcomes ads91% prefer free apps with advertisements over paid apps without advertisements

Greystripe US sm art ph on e

= 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 are you?

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 Francisco, CA United States www.greystripe.com www.twitter.com/Greystripe

smartphone moms insights

MAY 2011

YOUNGER VS OLDER MOMS

Do your kids use your iPhone? (select all that apply)
80%
Greystripe US smartphone audience 2/11 18-44, n=95 45+, n=144

74%

60%

40%

36%
20%

35% 19% 23% 12% 5%

Yes, games Yes, educational downloaded content downfor them loaded for them

34%

0%

Yes, using use my content

No

66% of 18 to 44 year old Smartphone Moms let their kids use their phone. Only 26% of 45+ year old Smartphone Moms let their kids use their phone. This is likely due to the older ages of older Smartphone Moms their kids have their own phones.

What do you use your smartphone for? (check all that apply)
100%
Greystripe US smartphone audience 2/11 18-44, n=95 45+, n=144

24%

Younger Smartphone Moms are more likely to use their phones for banking and social networking than older Smartphone Moms.

78% 74%

70%

80% 77%

80% 60% 40% 20% 0%

45% 53%

51% 59%

38%

51%

13% 16%

65% 70%
0% 3%
Other

Email

Calendar

Maps

Banking

Social Entertnmt Direct Texting Networks (apps, purchases music, etc)

How do you make your purchasing decisions? (check all that apply)
80%

76%

Greystripe US smartphone audience 2/11

18-44, n=95 45+, n=144

44% 42%

40%

51% 58%

61%

60%

20%

0%

Ads

Friends Mfr or Third-party & family store website website

5% 13%

Both younger and older Smartphone Moms are heavily influenced by advertising, with 51% and 58%, respectively, indicating that they use advertising to make their purchase decisions.

9% 11%

Other

What role does your phone play in shopping? (check all that apply)
50%
Greystripe US smartphone audience 2/11 18-44, n=95 45+, n=144

16%

0%

Price Direct DL Shopping compare purchases coupons list

13%

10%

Track sale items

13%

Younger Smartphone Moms are more likely to use their phones to download coupons and make direct purchases.

40% 36% 37% 30% 20% 17% 34%

45% 45%

27%

26% 27%

19%

Learn Locate about new nearest products store

28%

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

30%

None

37%

4% 10%
Other

smartphone moms insights

MAY 2011

YOUNGER VS OLDER MOMS

What type of apps do you download? (check all that apply)
Business/Finance Games/Entertainment Health, tness, lifecycle Music Sports Social Networking News 3% None 4% Other 36% 6% 16% 23% 35% 45% 44% 60% 60% 46% 49%
18-44, n=95 45+, n=144

94% 90% 73%

0%

20%

40%

60%

80%

100%

KEY FINDINGS
The Smartphone Mom is an attractive target audience. 99% of them have a say in their household purchase decisions The majority of Smartphone Moms are influenced by advertising Most smartphone moms are happy to view ads in exchange for free content Younger Smartphone Moms are slightly more smartphone savvy than older Smartphone Moms. They are more likely to use their smartphones for things like banking, social networking, direct purchases and downloading coupons.

thE DAtA
This report is based on data gathered through surveys of Greystripe users from November 16 through February 15. An ad to take a survey for a chance to win a $100 Visa gift card was run in our network to generate a random selection of responses. The sample size is specified for each of these questions.

COntACt GREYStRiPE
For more information or questions about this report, or to get on our list to receive future reports from Greystripe, please contact us at sales@greystripe.com.

2011 Greystripe, Inc. All Rights Reserved. Greystripe is a trademark of Greystripe, Inc. All other trademarks and registered marks are property of their respective owners 050911

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

Greystripe US smartphone audience 2/11

Younger Smartphone Moms are more likely to download education and social networking apps than older Smartphone Moms.

21%

29% 32% 47%

Education