BEIJING: E-commerce opportunities in Asia abound as new research reveals that nine in ten mothers in China turn to their smartphone first for shopping online.

Research by AdMaster and Babytree found that 90% of Chinese women who were pregnant or had a child under the age of six preferred to shop online via their smartphone or tablet, eMarketer reported.

Just 45% shopped online from a computer.

For millennial mothers, under the age of 30, the percentage was even higher at 92%.

The findings follow 2014 BabyCenter / Interactive Advertising Bureau (IAB) research that revealed young Chinese mothers are among the world's heaviest users of smartphones, with 95% owning such a device.

Internet browsing accounted for the largest share of China's millennial mothers' smartphone time spent with media, at 32%. And just under half of Chinese respondents said they frequently saw advertising on smartphones – the largest percentage among all devices and media studied.

Convenience was a major factor, with 87% of respondents citing the "anytime, anywhere" factor as a major draw for smartphone shopping, despite few (9%) believing that mobile offered a superior customer experience.

Faster payments (42%), discounts offered to smartphone users (41%) and force of habit (42%) were also cited as major motivators for this group of consumers.

Consequently brands need to ensure a presence across all mobile touchpoints as consumers are often using this channel to look for brand contact information and joining discussions about products before making a final purchase.

When Danone was researching a campaign for its Nutrilon infant milk powder it found there was a dramatic decline in PC usage after women became pregnant, with mobile becoming increasingly important, especially social apps such as QQ, Weibo and WeChat; and more than half of mums used the Baby Care app.

It also identified "seven golden days" where mothers collected and verified information about infant milk formula across all media before purchase and invested accordingly in baby verticals, ecommerce and programmatic buying.

Data soureced from eMarketer; additional content by Warc staff