• eMarketer, Monday, December 22, 2014 1:21 PM

Mobile will become an important research tool for last-minute shoppers as they rush to a store to grab that last forgotten gift before the holiday. The handheld device will become the product tracker, price-checker and location finder. eMarketer points to a September 2014 study by the e-tailing group that found looking up store information such as hours and location was the top method, at 78%, for U.S. digital shoppers who use their smartphone while holiday shopping. Around three-quarters of shoppers would look for coupons and promotions and check for sales and specials, and 50% said they would buy gifts through their phone.

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