It turns out parents of the Homeland generation, i.e. the parent demographic who themselves tend to belong to younger Generation X parents and older Millennials, are more likely to use their mobile phones to get things done than other groups and older parents. Accordingly “50% of these parents with younger kids said they would be receptive to mobile alerts from coffee and beverage outlets, compared to only 34% of those with kids over 6”.
For multitasking over-stressed parents there are obviously other forms of relief in mobile devices beyond entertaining the little ones with Angry Bird games. You can read more on MediaPost.