As a dad I started to see the true value of mobile when my first child was born. This was about 5 years ago.
While she was sleeping in my arms, I could order the errand products, like the supermarket and, indeed, the diapers from my mobile phone.
This was the pivot moment for me to focus on mobile and nowadays I don’t order anymore on a website whom doesn’t have a mobile site or app.
Especially for consumer goods will it be very important, because there’s very little exclusivity in the channels where to get the products.