Great article from E-marketer about mothers' online shopping habits.

"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."

70% of mothers use smartphones or tablets to shop. "An even more staggering one-third of moms said the devices accounted for nearly half their shopping time or more."

Half of mothers use social networking sites when deciding what to purchase, reflecting the important role of mobile access on social. Product reviews are also popular, but by significantly fewer.

Reviews and ratings from other mothers were the most important overall factor when making a purchase decision for nearly half of mothers (another 9% cited recommendations from other moms as critically important). Convenience ranked second, cited as the most important factor by about one-quarter of mothers.