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."