Chart - Mobile In-Store Shopping Aids Women Use

Mothers are active seekers of coupons and other money-saving offers. In an era when technology puts guidance from fellow mothers at her fingertips, a mother will often be indifferent to the boasts of a brand or store. But she does welcome—and seek—marketers’ offers of money-saving deals, according to a new eMarketer report, “Mothers as Bargain Hunters: Using Old and New Means to Get the Most for Their Money.”

Couponing is certainly the norm among mothers. In December 2013 polling, over seven in 10 mothers said they used “coupons I have clipped” when at the grocery store, and more than one-third used the store’s printed flyer/coupon book. Read the rest at eMarketer.