Greystripe, the research firm, studied more than 230 women who were using iPhone, iPod Touch or Android devices while making shopping decisions. The study also reported the women preferred free apps more.
The new age moms are turning to smartphones for help in shopping. Not that they are shopping from the phones itself, rather they are using the phones to find out where the stores are and also for comparing prices as well, says a research firm Greystripe.
In a press release, the research firm says that close to half of the moms are using these devices to locate stores and 36 per cent of them are comparing prices using the smartphones.
"Smartphones have become the super tool for moms on the go," said Dane Holewinski, director of marketing with Greystripe. "The majority of moms with smartphones are using those devices for their day to day tasks especially shopping, making them the ideal target for advertisers."
