How Mothers Will Use Mobile While Holiday Shopping In-Store, October 2013 [CHART]

Mothers, like many other holiday shoppers, are also turning to their mobile devices when shopping at brick-and-mortar stores. The survey found that 25% of mothers polled expected to use mobile devices at least half of the time they were shopping at a physical store location during the holiday season. Understandably, the use of smartphones was more prominent among younger mothers than older ones. Thirty-one percent of those ages 18 to 24 expected to be on their phones at least half the time, compared with only 14% of those 55 or older.

Deal-hunting was a popular use for mobile devices among mothers employing them at brick-and-mortar stores—56% said they would use their mobile devices to track down discounts or coupons, while 50% planned to do price comparisons. Read the rest at eMarketer.