Dive Brief:

• Large percentages, and in many cases the majority, of mothers are using their smartphones while shopping, including in stores, according to a study of more than 1,000 moms by parenting site BabyCenter.

• More than half (55%) of mothers get product ideas, 52% get product and brand recommendations, 60% research features, 64% compare prices, 59% look for coupons or deals, and 56% decide where to buy on their mobile phones, according to the report.

• The mobile activity is happening in stores as well, with 64% grabbing a coupon, 51% finding better prices, and 38% looking at product reviews.

Dive Insight:

This is hardly the first study finding that mobile shopping is growing or even that moms are especially mobile-savvy. But the big numbers here show that mobile is an entrenched way to shop on and offline for mothers, who are busy but still determined to find the right thing at the right price.

"While we have been talking about the importance of mobile shopping to moms for some time, this report reveals a significant tipping point," BabyCenter global sales chief Julie Michaelson told AdWeek. "More moms than ever are actually completing the purchase cycle on their smartphones, and it is vital that retailers understand that making it easy for mom to hit 'buy' is paramount. At the same time, marketers need to recognize the tremendous influence smartphone screens have over moms' purchase behavior."