Dive Brief:

• Some 38% of millennial-generation mothers can be reached via in-store beacons, according to new research from beacon platform company inMarket verified by comScore.

• For all women (not just mothers) of the generation age 18 to 34, the reach is 20%, at least on inMarket’s platform. That’s some 41 million women.

• For all users (not just women, millennial women, or millennial women who are mothers) Los Angeles-based inMarket says that the beacon platform generates an average 14% increase in products getting placed in carts.

Dive Insight:

inMarket is smart to single out millennial-age mothers in the report of this study, not just because 38% is an impressive number, but also because that edge of the demographic represents older, more monied women who have needs and wants for their children as well as for themselves.

But other research suggests that most millennials aren’t really all that close to their peak spending age, and that if anything baby boomers spend more. On top of that, beacons have yet to prove themselves when it comes to actually boosting sales, and in some cases may be distracting retailers from taking care of more fundamental issues like in-store experiences, customer service, and product assortment.