MERCADEO Versión en español
Millennial fathers differ from mothers in their mobile purchase habits
Manuela Walfenzao| 23 de junio de 2015
El 85% de los padres millennials utiliza su celular para comprar
The millennial generation already reached the chronological point in which paternity now corresponds. A study made by Retale examined their parents consumption habits and it revealed that both fathers and mothers invest a great deal of time in the mobile space, but they have different behaviors.The research showed that 85% of parents use their mobile phones for purchases, while dads check reviews of products, moms go directly to sales. “Millennial fathers deep down are not so different from fathers of other generations, who have faced the task of raising their children”, said Pat Dermody, President of Retale. “What is interesting is that as purchasers, Millennial fathers are in a much more complicated economic situation than in other years”.The executive describes them as buyers that are much more aware of prices and more demanding. The study reveals that phones are the modern age newspapers, commented Dermody, they serve as the first channel to communicate sales, coupons and deals that can be found in stores. This is the first generation of parents that are native digitals, which is why it is necessary for stores to offer them mobile purchase options. Especially for women, since 66% of mothers said that upon entering a store from their mobile devices, they look for discounts and coupons. 40% of mothers only buy with digital coupons.
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