Mobile moms' new tool for back-to-school shopping

The back-to-school shopping season can be a tough time for moms. This year, it seems, moms are more stressed than they were last year. When the IAB surveyed moms at the start of August, over two-thirds (68%) said they were more stressed this year than last.

The more children involved the more stressful it can be - 73% of moms with three or more children said they were more stressed this year than last.

But, they have a new tool to help them get through - mobile.

A whopping 85% of moms said their smartphone made the back-to-school period far less stressful. Even more (90%) said their mobile device made life a lot easier overall.

"Moms as a group have a lot on their plates. They need to stay in touch at all times, to be highly organized and to be efficient multitaskers," said Joe Laszlo, senior director of the Mobile Marketing Center of Excellence at IAB.

"Those characteristics, which are amplified during the busy back-to-school season, make them a natural segment to embrace the tools and capabilities that smartphones enable."

Other key findings from the survey include:

- 1 in 5 moms use smartphones to shop online;
- 1 in 4 moms use smartphones to find deals and discounts in local stores;
- 21% of moms use smartphones to create and check shopping lists.

Tags: back-to-school, mobile marketing, mobile trends, Mom marketing, online shopping, smartphone