• eMarketer, Wednesday, June 24, 2015 12:30 PM

Digital plays a bigger role in mothers’ shopping experience than it does for the general population, according to March 2015 research by Experian Marketing Services. When the poll queried US mothers about their attitudes toward digital shopping, they had higher response rates than the total population across the board. About seven in 10 said the internet had changed the way they got information about products and services, and 55.1% said it had reshaped how they shopped. Fully 44.5% also reported that they were doing more shopping on the internet than before—possibly because they were strapped for time. Pricing also came into play, as 44.3% of mothers showroomed and 36.7% used their mobiles to search for local deals while shopping.

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