Sharing economy apps miss
opportunity by overlooking moms: report
On-demand service and sharing economy
applications are missing out on a significant revenue opportunity by not
targeting mothers in advertising campaigns, with many claiming they are
interested in, but unaware of, these companies, according to a new report.
BabyCenter’s report, US Mobile Mom
2015: The Sharing Economy reveals that services such as Uber, Rent-the-Runway
and Handy are a good match for mothers whose schedules are jam-packed, with 60
to 70 percent of respondents interested in household chore help. However, moms
are absent from current advertising for these brands, which is leaving the
potential consumer base in the dark about these products, with about 2 out of 5
moms claiming they were not acquainted with sharing economy apps.
“Sharing economy services are
missing out on an ideal demo, moms,” said Julie Michaelson, head of global
sales at BabyCenter. “A great number of those we surveyed said they would be
interested in these types of services.
“In addition, those that have
actually used one or more were quick to say that these on-demand apps help
simplify their hectic daily lives,” she said. “While moms showed a clear
interest in the concepts behind many of the sharing economy apps, our research
showed that many moms, both in top DMAs and outside those areas, do not even know
about the existence of the ones already in the marketplace.
“Our study spotlights a real
disconnect and missed opportunity for these services to grow, one that could be
rectified if these companies better marketed to moms.”
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