With everything they do, mothers deserve to feel special by their loved ones. That’s why people all around the world celebrate Mother’s Day in different ways to honor the mother figures in their lives. To express how important they are, the majority of people buy gifts in hopes of seeing a smile on their mom’s face. With that in mind, AdColony was curious about consumer behavior for Mother’s Day this year and asked consumers questions about the changes in their habits compared to last year in their purchasing intentions, the impact of mobile ads on their shopping priorities, and their mobile activities.
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 ranged from 16 to 75 years old and were typically aged 16 to 34 in EMEA and LATAM. In total, the survey was conducted in 8 countries. (KSA, UAE, Egypt, the UK, South Africa, Sweden, Turkey, and Brazil)
Let’s dive into the insights on shopping preferences for Mother’s Day in the EMEA and LATAM regions.
Don’t forget to check out the highlights and be sure to download the infographics for each country!
Survey Highlights — EMEA
Consumers’ gifting plans have shifted to online shopping this year – While 62% of respondents in the EMEA region are planning on doing online shopping for Mother’s Day this year, 57% of them will order online and have gifts delivered to their homes. In terms of demographic distribution across the EMEA region, consumers are typically aged between 35-44 with 28%, and the majority of respondents are male (56%) which means that this audience base will be more active on their smartphones.
M-commerce is expected to shine on Mother’s Day – Smartphones are again a top priority for online shopping. Consumers in the U.K. say that they will use their smartphones (58%) the most when making online purchases. When shopping on a mobile device for Mother’s Day, 61% of consumers state they prefer doing in-app. Results are the same in South Africa: 62% of consumers will shop on a mobile device and 64% of them prefer doing in-app.
The apparel and cosmetics industries have a lot of opportunities during Mother’s Day. – Consumers already planned what to buy for Mother’s Day this year! 77% of Turkish consumers say they have shopped for Mother’s Day in the past and are considering doing it again this year. They prefer to buy clothes (55%), cosmetics (42%), and flowers (30%).
Ads on mobile apps are the first thing that comes to mind for discovering brands – Across MENA regions, consumers are willing to discover new brands and products to buy for Mother’s Day. 46% of consumers in KSA say that they typically discover gifts to purchase online from ads on mobile apps. Besides that, consumers prefer customer service at its finest. 62% of consumers in the UAE say the brands with great customer service motivate them to shop for Mother’s Day. In general, 58% of consumers in Egypt believe that shopping on mobile is much more secure than shopping on the desktop.
Mother’s Day-related ads are the most attractive on smartphones – 62% of consumers in Sweden say that they are most interested in Mother’s Day ads on their smartphones. Also, 66% of them state that if the product were relevant to them, they would purchase something on their mobile devices directly from an advertisement for Mother’s Day. The majority of consumers prefer online shopping because it is more convenient than other platforms. Consumers ranked their reasons for doing more online shopping: more convenient (62%), easier to compare prices (53%), and provides better selection (45%).
Survey Highlights — LATAM
The undeniable reach of online shopping remains strong in LATAM this year – 64% of respondents in the LATAM region are planning on doing online shopping for Mother’s Day this year. 52% of them will order online and use home delivery options. Regarding age and gender distribution across the LATAM region, consumers are typically aged between 35-44 with 30%, and the majority of respondents are male (52%).
Shopping online will shift to mobile on Mother’s Day – Smartphones are again a top preferred device for online shopping. Consumers in Brazil say that they will use their smartphones (62%) the most when making online purchases. When shopping on a mobile device for Mother’s Day, 69% of consumers in the LATAM region state they prefer doing in-app.
The apparel, FMCG, and cosmetics industries are expected to make a significant impact on Mother’s Day – 65% of consumers in LATAM said they have shopped for Mother’s Day in the past and are considering doing it again this year. According to consumers in Brazil, they plan to buy clothes (53%), chocolate (48%), and cosmetics (42%) for Mother’s Day gifts
Consumers discover gifts via related ads on mobile apps – Across the LATAM region, consumers are willing to discover new brands and products to purchase online from ads on mobile apps with 45%. Besides that, consumers in Brazil prefer to get rewards (coupons, discounts, etc.) with 57% to shop for Mother’s Day. On the other hand, 55% of consumers in LATAM believe that shopping on mobile is much more secure than shopping on the desktop, indicating that the platform offers brand safety.
Consumers mostly recall ads on their smartphones – 58% of consumers in LATAM say that they are interested in ads that relate to Mother’s Day on their smartphones. Also, 67% of consumers in Brazil state that if the product were relevant to them, they would purchase something on their mobile devices directly from an advertisement for Mother’s Day. The consumers in LATAM ranked the reasons that they do more online shopping: more convenient (56%), lower prices (48%), and provides better selection (43%).
About the Study
The AdColony Mother’s Day Shopping Survey 2022 was distributed in the EMEA and LATAM regions. 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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