Even in popular online shopping, mobile shopping through mobile devices is overtaking the PC version of Internet shopping.
Homeplus, a retailer, announced on the 6th that the proportion of mobile users in its online mart exceeded 50% as of September, overtaking the proportion of users who accessed the PC version page.
According to Homeplus, in September last year, the proportion of mobile users who accessed the Homeplus online mart recorded 35.1%, but it rose more than 20% points after a year and recorded 55.2% in September this year.
Homeplus online mart sales through mobile also surged 159.4% from January to September this year compared to the same period last year. The proportion of sales also increased from 17.3% in September last year to 30.3% in September this year, nearly doubling in one year, threatening the online shopping of the PC version.
‘Umjimam’ is at the center of this change in online shopping. ‘Umjimam’ is a new word that combines’umji family’ shopping on mobile and’mom’ meaning mother, and refers to mothers who purchase baby products and daily necessities through mobile while caring for children. Basically, Ummmmam handles mobile devices well and has high access to mobile shopping. It also forms a kind of collective intelligence by acquiring and sharing product-related information in communities and SNS.
Mothers who have to pay attention to child-rearing, housework, and work days are on the rise because there are many temporal and spatial limitations to online shopping using a PC. According to the survey data related to online shopping behavior of McKinsey & Company, a market research organization, 60% of the mobile shopping groups are women, and of them, full-time housewives account for 32%.
As such, Ummmams have both information and purchasing power, so the distribution industry has made every effort to target UmMom.
In fact, Homeplus is conducting marketing such as’personal customized flyer service’ and’mobile special offer exhibition’ for’Umji Moms’, and Tmon, a social commerce company, is running a separate MD-recommended childcare product category in its mobile app. Open Market Auction operates Baby Plus, a child care product specialist on both web and mobile, and CJ O’Clock has reorganized its mobile app to expose special exhibitions of daily necessities that are popular with thumb moms on the top tab.
An industry official said, “If you look at the open market or social commerce service recently, a lot of products, such as product composition, mobile app product placement, and special exhibitions, are planned to maximize the convenience of’Umji Mom’. It seems to be,” he analyzed. [ 시사포커스 / 김종백 기자 ]