Men are more likely to use smartphones while shopping, Advertising Age reports.
The data comes from a three-month study of shopping habits for consumer packaged goods including food, apparel and cleaning products. In general, both male and female shoppers use their phones in stores more than many people think, the report says.
Half of men now use their phones in stores to compare prices, find coupons or check product availability. That compares to fewer than 40 percent of women who use their phones to research products or deals. Instead, women are more likely to text or call friends about a product—51 percent reported doing this, compared to 37 percent of men.
CPG advertisers seem to know their audience. Compared to other industries, they are ahead in the mobile advertising game, and marketers have heavily pushed smartphone-ready platforms and video to build awareness about products. The study found that 40 percent of CPG marketers use some kind of location targeting in mobile campaigns.
But digital video is their tool of choice. CPG marketers are twice as likely as other advertisers to use mobile video, keeping up with the rapid increase of American’s online video streaming habits.