The report was based on data from a survey of 500 Millennial adult men and women age 18-34 who live in the United States.
Though mobile use is nearly equally popular for Millennial mom and dad in-store shoppers, how each group uses its devices varies significantly, the analysis found.
For example, most Millennial dads (53%) say they use their smartphones primarily to check product reviews in-store, whereas checking product reviews is the task Millennial moms do least in-store (42% do so).
Moreover, moms cite searching for coupons/deals as the top task they use their mobile devices for (66% do so), whereas checking deals/coupons ranks as the the fifth most popular task among Millennial dad shoppers (49% do so).
About the research: The report was based on data from a survey of 500 Millennial adult men and women age 18-34 who live in the United States.