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iphone arts crafts - lornawatt If mobile is indeed the glue that holds all of a retailer’s channels together, then moms are using that same smartphone glue to keep their busy lives and families running smoothly. According to eMarketer, mothers are increasingly using smartphones for everything - saving time to killing time and everything in between. A few of the key points from eMarketer’s research:

More moms are always mobile

- 90% reported that they have their phone with them in stores, the car, at home in front of the TV, in the kitchen and in bed. Moms are mobile first - 70% said that if forced to choose, they would keep their smartphone and ditch their tablets and laptops. Moms do it all - Over half of those surveyed use their smartphone for nearly every activity the survey asked about, from shopping to socializing. This obviously provides great opportunities for mobile sites and apps that help these busy moms (remember, 70% of US moms work outside of the home) be more productive. But the savvier they get, the less they’ll put up with poor mobile experiences. Any brand or retailer looking to cultivate a loyal, lasting relationship with mothers would be well advised to focus on creating a great mobile experience. So, what does a mother want in her mobile experience? Well, I’m not a mother, but I am married to one and from what I understand, she wants to: Save time - Less thumb typing and an easy, sometimes visual path to the product or information she needs is key. Kill time - A fun way to uncover news, pictures or places that surprise and delight. Be appreciated - Mothers can be intensely loyal to brands that treat them right by listening to what they like and anticipating what they need. Mobile sites that can handle these three use cases for busy mothers will earn a place in their hearts (and home screens). Those that can’t will be discarded like an old pair of mom jeans. Image by Lorna Watt used under Creative Commons license.