Shoppers have become increasingly comfortable using the smart phone or tablet to browse retailer offerings, look for discounts and compare products—whether on the go or on the couch. For moms especially, who tend to lead shopping and mobile trends, the use of these smart devices may have reached the tipping point: Mobile has become more than a nice accessory to augment the shopping process; it has become an essential stop in the path to purchase.
According to a December 2012 survey conducted by women’s mobile network Alt12, which surveyed US moms who used the network’s apps, fully 70% reported using their smart phone or tablet to shop. An even more staggering one-third of moms said the devices accounted for nearly half their shopping time or more. Read the rest at eMarketer.