Almost 6 in 10 “digital dads” (fathers with children under 18 in the household, who own a smartphone) claim to have acted on a mobile coupon offer, compared to 46% of mothers with smartphones and 31% of those without kids in the household, per results [pdf] from a Placecast survey conducted by Harris Interactive. And digital dads not currently receiving mobile alerts are open to receiving them: 7 in 10 reported being at least somewhat interested in getting them from merchants, provided they were on an opt-in basis. That’s in comparison to 6 in 10 “mobile moms” and 42% of respondents without kids in the household who claimed such an interest.
Smartphone-toting fathers are also more likely to say they’d share deals than their female counterparts: 53% of those who are at least somewhat interested in mobile offers or already receive these alerts said they would recommend the store to others, versus 48% of the mothers.
Both groups appear to be drawn to location-based mobile offers, with about 8 in 10 each saying they find them at least somewhat useful.
About the Data: The survey was conducted online within the United States by Harris Interactive on behalf of Placecast. Data was collected between May 8-10, 2013 among 2,072 adults ages 18 and older, of whom 1,797 were identified as owning a cell phone, 253 were identified as Mobile Moms, and 169 Digital Dads. Results were weighted as needed to reflect the composition of the U.S. adult population ages 18+ using targets for region, age within gender, education, household income and race/ethnicity. Respondents for this survey were selected from among the Harris Poll Online (HPOL) database, which includes several million people who have agreed to participate in Harris Interactive surveys. This online survey is not based on a probability sample and therefore no estimate of theoretical sampling error can be calculated.