Digging deeper into retail patterns and the impact of the transient mobile consumer, I've begun to change my thinking about gender-based control of household spending. For many years, I believed that the woman was the gateway to brand loyalty, influencing not only Gen-X but Baby Boomers and their Millennial friends. Mobile trends only reinforced my beliefs. Woman have control at all points of purchase, at home, on the run, have access to more information than they ever have and payment options were endless. What I didn't expect was what's happening with men and the mass adoption of tablets.