Watch: How mobile is changing mums' shopping habits

Chris McDonough, marketing director at Asda, discusses how British mums shopping habits are changing as a result of increased smartphone and tablet penetration.

In the video below, McDonough points to uptake in mobile and tablet devices as a key driver for the shift.

Speaking at last week's Mumstock event about marketing to mothers, McDonough talks about a "generation of convenience" where mums are looking for "simple, easy, hassle free solutions that make their lives easier".

Justine Roberts, chief executive at Mumsnet, adds: "We just think there's a lof myths about motherhood and the way marketers talk to mums that really needs to be recalibrated and reset because the conversation just isn't working.

"We wanted to delve a bit deeper, do some research with our partners Saatchi & Saatchi and come and discuss it [to] try and reset the compass."

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.

SUBSCRIBE

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now
Share

1 The big adland divide: culture vs collateral

The industry is splitting into agencies that make marketing collateral and those creating culture, says Adam & Eve/DDB's David Golding.

YouTube to stop 30-second unskippable ads
Shares0
Share

1 YouTube to stop 30-second unskippable ads

Starting next year, YouTube will stop allowing the 30-second unskippable ad and will focus instead on shorter formats.

Just published

More