Most retail shoppers use smartphones while shopping in stores

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Survey: 90 Percent Of Retail Shoppers Use Smartphones In Stores
by Greg Sterling, MarketingLand
July 20, 2015

Mobile loyalty company SessionM recently surveyed 12,000 randomly selected US smartphone users about their mobile shopping behaviors. ... While roughly 15 percent said mobile buying had increased ?significantly,? personal data security and/or poor user experiences (e.g., product images too small) were cited as barriers to the further growth of mobile e-commerce.

More than 90 percent of respondents said they had made a retail purchase in the past 90 days. The great majority (73 percent) had made those purchases in a traditional, physical store. Roughly 53 percent agreed that the in-store experience was still superior to online/mobile shopping.

However, confirming the findings of many earlier surveys, the overwhelming majority (90 percent) said they use their smartphones in stores while shopping.

In store shoppers typically use their smartphones for price comparisons, looking up product information, checking reviews online, and seeking coupons or deals.

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