LOS ANGELES and NEW YORK, July 7, 2015 /PRNewswire/ -- Millennial moms, the rapidly growing demographic of digital natives born between 1982 and 2000 (per the U.S. Census), have become more accessible to beacon and proximity-based engagement programs, according to data released today by inMarket -- the world's largest beacon proximity platform.
Beacons are BLE devices that connect with partnered mobile apps that are in proximity, even if the app is closed and the phone is in the user's pocket. Beacons rely on apps to receive their signal, which then wake up to provide a location-based mobile experience. inMarket's beacon proximity platform reaches over 36MM* monthly active shopping app users in thousands of U.S. retail locations.
inMarket's latest platform data reveals 38% -- or 3.4MM of a total 9MM** -- U.S. millennial moms are actively using beacon-enabled shopping apps and are reachable via beacon proximity engagements in stores every month. Brands and retailers are partnering with inMarket to reach this audience via location-based mobile engagements, such as welcome messages upon entering a store, calls to action based on specific marketing efforts or branded engagements that are native to the app in which they're delivered.
As of June 2015, there are 83.1MM** millennials in the U.S., outnumbering baby boomers for the first time. Approximately 41MM are millennial women. inMarket reports that 20% -- or 8MM -- U.S. millennial women are actively using beacon-enabled shopping apps on their phones each month and are reachable via beacon proximity engagements.
"Millennial moms have become the most coveted part of the 18-34 demo due to their leadership role in family spending," said Todd Dipaola, CEO and founder, inMarket. "Brands know they need to reach these mobile natives on the medium they use most intimately. It's no wonder that modern moms are using the defining technology of our time, mobile phones, to the fullest extent in-store. At inMarket, we've created a tremendous opportunity to reach more than one out of every three millennial moms, in stores, via the apps they already use. It's one stop shopping for brands."
With over 5 years of mobile-at-retail experience and 18+ months of beacon proximity data, inMarket has released multiple data points on shoppers, brands, retailers and apps benefiting from native proximity in store. The inMarket platform generates, on average, a 14% increase in basket size, an 8% increase in incremental store visits, a 19x increase in product engagements at the shelf and a 6.4x increase in app retention thanks to in-store beacon and proximity engagements.
inMarket is best known for it's groundbreaking work in the mobile-at-retail space. In 2014, it became the first beacon proximity platform in multiple retailers, deployed the first beacon campaign for a CPG brand (McCormick's Zatarain's) and released the landmark study showing its in-store beacon platform drove high ROI sales lift (Hillshire Farm).
inMarket is the world's largest mobile-at-retail beacon proximity platform, reaching over 36MM shoppers via top shopping apps in every major U.S. retail location. Since 2010, inMarket's proximity platform has driven millions of purchases in brick-and-mortar stores, influencing over $300BN in annual sales. Over 100 brands have leveraged inMarket to engage prospective customers at their most receptive moments, resulting in verified sales lift.
For more information, please visit www.inMarket.com.