Earlier this month, we covered a survey that found that those of the younger generation, specifically college students, are embracing mobile commerce technology. The study found that 90 percent of respondents have used their smartphones or tablets to search for deals or coupons when they shop.

Now, according to a recent study by eMarketer, a group that is normally not thought of as trendy is helping to lead the push of mcommerce. That would be shopping moms.

According to the report, 70 percent of American mothers use a mobile device in some way when they shop. Furthermore, 33 percent said they spend at least half of their shopping time on their smartphone or tablet.

The study also examined what kind of applications moms are downloading on their mobile devices. Topping the list were retail apps because they help make decisions regarding products and services they are considering buying.

An article from the QR Code Press examined the study and declared that shopping mothers could be a driving force behind the future of eCommerce.

"The use of mcommerce by moms has helped to define the environment in a number of ways," reads the article. "It is not only important for making the actual purchase, but is a vital element in the decision making process [...] These devices are no longer simply an accessory, but are now a vital part of their daily lives."

This shows that there is no telling what will influence the adoption of a particular trend. What is clear, however, is that mcommerce is a tool that all retailers need to start focusing on. Merchants that ignore or fail to maintain some form of mobile option will find themselves at a competitive disadvantage in their market.