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Mother’s Day Survey – Highlights from EMEA & LATAM

Posted May 5, 2021

The most precious day for mothers is just around the corner. Daughters, sons, and fathers are growing impatient to capture the hearts of the mothers in their lives and give them a bit of love especially during these days while the world is still fighting against the pandemic. All over the world families are counting the days until Mother’s Day to make their queens feel special. Because mothers richly deserve happiness, sometimes the best way to express your feelings is to buy a gift for them. With that in mind, we were curious about consumer behavior in preparation for Mother’s Day this year and asked our audiences these questions; are there any changes in their habits compared to last year in their purchasing intentions, and how do mobile ads have an impact on their shopping priorities?

AdColony distributed the Mother’s Day Survey to the EMEA (Europe, Middle East, and Africa) and LATAM (Latin America) regions to analyze consumers’ preferences and approaches to Mother’s Day. Respondents’ ages ranged from 16 to 75 and were typically aged 16 to 34 in both EMEA and LATAM. 

Let’s dive into the insights on shopping preferences of Mother’s Day in EMEA and LATAM regions. Do not forget to check out the highlights and be sure to download the infographics for each country!

Survey Highlights EMEA

Online shopping for Mother’s Day remains strong this year. — 47% of respondents state they shopped online in the past and 44% of them are intended to shop online again this year on Mother’s Day.

Smartphones are again a top priority for online shopping. 68% of respondents state that they will use their smartphones while making online purchases for Mother’s Day and unsurprisingly 62% of the respondents state that they use their smartphones all the time while shopping online for Mother’s Day.

Mobile ads are a unique way of discovering gifts and products. While almost all participants are planning to buy clothes, small home furnishings (e.g., a picture frame, a vase, etc.), cosmetics, and flowers as gifts on Mother’s Day in the EMEA region, 50% of them state that ads they see online help them discover gifts and products for their online purchases.

Trusted brands and safe transactions are required during online shopping. Almost all participants in the EMEA region state that purchasing from a trusted brand and safe and secure payment opportunities are the most important factors for online purchases.

COVID-19 pandemic made online shopping more convenient. 71% of those surveyed state that they will do more online shopping for Mother’s Day this year due to the COVID-19 pandemic because of its convenience.

The power of mobile ads sustained its dominance. 72% of respondents say they will purchase something directly from a Mother’s Day ad on their mobile device if the product is related to them and 43% of them clicked on the ad and purchased a gift for Mother’s Day before.

Survey Highlights LATAM

Online shopping is the top preference again for Mother’s Day.  43% of respondents state they shopped online in the past and 41% of them are intending to shop online again this year on Mother’s Day.

Smartphones are the best source for online shopping 70% of respondents state that they will use their smartphones while making online purchases for Mother’s Day and 58% of them state that they use their smartphones all the time while shopping online for Mother’s Day.

Easy navigation features increase online purchases for Mother’s Day  Almost all participants in the LATAM region state that easy navigation on mobile and the convenience of reading product reviews are the most important factors for online purchases.

Mobile ads keep shoppers updated about products for Mother’s Day While most of the participants are planning to buy clothes, food/beverages, cosmetics, and flowers as gifts on Mother’s Day in the LATAM region, 32% of them state that ads they see online let them discover gifts and products for their online purchases.

Online shopping provides a convenient and non-contagious platform during the COVID-19 pandemic. 62% of those surveyed state that they will do more online shopping for Mother’s Day this year due to the COVID-19 pandemic because of its utilizing convenience.

Mobile ads have the top impact on purchase intentions – 69% of respondents say they will purchase something directly from a Mother’s Day ad on their mobile device if the product is related to them and 40% of them clicked on the ad and purchased a gift for Mother’s Day before.

About the Study
The AdColony Mother’s Day Shopping Survey 2021 was distributed in the EMEA and LATAM region. The survey asked respondents, aged 16 years old to over 75, about their shopping behaviors and preferences during the Mother’s Day season, and how their mobile devices and mobile ads play a role in the buying process.

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