Advertisers trying to reach younger moms today need to understand the unique lifestyle habits and shopping patterns of their potential customers. As a group, moms make many major and minor buying decisions for their families but moms aged 22-32 do things a bit differently than Gen X and older generation mothers. They are closely bound to their smart phone for information and even purchasing and their kids are more influential in buying decisions than ever before.

Here, Nickelodeon CMO Kim Kaufman talks about how today’s Millennial mom is different from her predecessors in “How to Reach the Diverse, Fun Millennial Mom” from Ad Age.