Just as convenience factors like free delivery and a quick and easy checkout process weigh heavily on the purchasing decisions of parents of young children, the convenience of mobiles has ensured they have become this group’s most popular ecommerce device.
In 2015, it was PCs/laptops (77 percent) that led mobiles (57 percent) for online buying among this audience, but since then mobiles (66 percent) have leapfrogged computers to become the most popular shopping device.
The convenience offered by mobile to the on-the-go lifestyles of this audience is underscored by their attitudes – two in three say they try to fit as much into their day as possible, and 62 percent take main responsibility for household food shopping.
