Mothers in China-like their counterparts elsewhere in the world-rely on digital media to help them out with a variety of family-oriented tasks, including shopping. And smartphones have become an important part of that picture, according to June 2015 polling.
AdMaster and Babytree found that the overwhelming majority of female internet users in China who were either expecting a baby or had a child age 6 or younger preferred to go online via mobile devices. Across all age groups, 93% of mother internet users wanted to go online with a smartphone or tablet. Among mothers ages 16 to 30, mobile preferences were even stronger.
Nine in 10 mothers who not only used the internet but also made digital purchases said they used smartphones to do so, vs. 45% who used a PC. Again, the youngest mothers were slightly more likely to make smartphone purchases, at 92% among 16- to 25-year-olds.
The biggest reason smartphones were so popular for shopping-aside from their popularity overall as an internet access device, which plays a major role-was convenience. Mothers said they could use their smartphone to shop anytime, anywhere. Notably, not many thought mobile was actually a better shopping experience.
Earlier research from BabyCenter and the Interactive Advertising Bureau (IAB) found that millennial mothers in China had among the highest mobile usage rates in the world.
