Some 85% of all Millennial parents say they use smartphones to help them shop while in stores, according to a recent report from Retale.

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).

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image of Ayaz Nanji

Ayaz Nanji is a digital strategist and a co-founder of ICW Media, a marketing agency specializing in content and social media services for tech firms. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji