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."

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1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).