Retailers have long known the importance of capturing the attention of female shoppers. With the growing trend of researching products online and on mobile devices, retailers must ensure they adjust their marketing efforts to cater to the changing shopping behaviour of women.

A March 2013 survey of US female internet users, conducted by women’s network SheSpeaks and female-oriented marketing firm Lippe Taylor, shows 89% of shoppers did their browsing mostly on the web, either via desktop or on mobile devices. Only 6% reported still researching products primarily in-store, while another 5% asked friends and family for recommendations most often.

Mobile also played a role in the deep research phase. Just under half of the women surveyed said they used their mobile device to look up and compare prices, and 41% used their phone or tablet to get detailed product info.


Nearly three out of four moms now regularly use a mobile device to shop, with 91 percent of moms spending most of their time shopping for their families – rather than themselves.

According to a survey conducted by women’s mobile network Alt12, 70% of respondents reported using their smartphone or tablet to shop. One-third of moms said the devices accounted for nearly half their shopping time or more.

A report released by mobile ad network Mojiva shows moms are heavily engaged with their tablets and phones. One third own a connected device, and spend an average of 6.1 hours per day on their smartphones – that’s more than magazines, TV or radio.

97% of the 1,500 tablet-owning moms made a purchase using their tablet in the last month.

These statistics are hard to ignore, and it’s obvious retailers are missing out on a large market if they do not embrace the changing landscape of shopping for women.

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