The role of technology devices has also driven the amount and frequency of research moms carry out before making any purchase to unprecedented levels. This level of analysis and research is now a vital stage in all purchases.
This is leading to what we call “prediction addiction”, whereby moms are becoming conditioned to leave little to chance or to the imagination. They will review a restaurant before booking, and potentially even browse the menu in preparation. They will behave similarly when booking a holiday, doing virtual tours, reading peer reviews, comparing packages etc. They do their own research, turn to their peers, progress their own research before deciding and acting on their choice. The time involved in this type of behaviour fuels their increasing screen-time and becomes self-fulfilling in relation to their feelings in anti-social media.