For Moms, Mobile Is Part of the Shopping Routine

Shoppers have become increasingly comfortable using the smartphone or tablet to browse retailer offerings, look for discounts and compare products-whether on the go or on the couch. For moms especially, who tend to lead shopping and mobile trends, the use of these smart devices may have reached the tipping point: Mobile has become more than a nice accessory to augment the shopping process; it has become an essential stop in the path to purchase.