• by Mark Walsh , May 14, 2012

Much research has been released about in-store mobile use and so-called showrooming behavior by mobile customers. But new data from Nielsen today goes a step farther, looking at how smartphone owners use their devices differently in different types of stores. It shows, for example, that using or requesting a coupon is most popular at grocery stores, department stores and clothing stores, with about 40% of consumers doing so.

The more considered the purchase, the more smartphone shoppers rely on their smartphones: At electronics stores, the vast majority of smartphone shoppers read reviews (73%), compared prices with other retail outlets (71%) and scanned QR codes to get more product details (57%). Department stores and mass merchandisers were the other two kinds of retailers that were most likely to pursue those more involved mobile activities.