• by Chuck Martin , Staff Writer, November 6, 2014

Mobile shopping activity will be under many research microscopes this holiday season, all looking to measure the impact on online and in-store sales.

While it’s obvious that smartphones are used throughout the shopping process, I always find it interesting to see exactly where and how it’s happening.

Another in a string of holiday shopping studies came out his week that again showed some of those indications.

In a survey of 1,000 adults, about three quarters (73%) of those with a mobile devices plan to use them for holiday shopping.

As might be expected, consumers are going to use their mobile devices both in and out of stores. But according based on the survey by Retale, which essentially adapts printed circulars for in-store use on smartphones, mobile activities differ based on each place.

Outside of the store, more people prefer to make a purchase while fewer access coupons. Here’s what they do outside of the store:

• 30% -- Buy directly from device
• 27% -- Research products online
• 26% -- Find store locations
• 20% -- Find deals
• 18% -- Compare prices
• 16% -- Access coupons

While in a store, things are different, with the top action being looking for coupons. Curiously, some also say they will be looking for store locations while in a store.

• 14% -- Access coupons
• 12% -- Find store locations
• 11% -- Compare prices
• 9% -- Buy directly from device
• 8% -- Find deals
• 8% -- Research products online

The majority of mobile shoppers will use their phones for all of these activities both in and out of stores, according to the survey.

Most of these mobile shoppers will decide to end up in a physical store, near the end of the mobile path to purchase, based on numerous other studies.

It’s not the store that’s changing; it’s how mobile shoppers are deciding what to buy.