While most consumers still prefer to shop in physical stores, the smartphone has increasingly become an integral part of in-store behavior.
And while the phone isn’t being used primarily for payments, it is having a significant impact on the shopping trip, based on a new global study.
Most consumers (85%) globally say that they have used their smartphone in-store, according to the DigitasLBi Connected Commerce study.
This is an increase from 72% just a year ago.
And it’s not only using a smartphone in a store but the rather the impact it’s having.
The majority (55%) of smartphone users say the Internet and smartphones have changed the way they shop in a store.
Perhaps more significantly, 77% of Internet users have been influenced by mobile during the purchase process.
While in a store, many shoppers are open to new digital services.
For example, 71% of U.S. consumers are willing to receive personalized, money-off vouchers or special offers on their smartphone.
In terms of online shopping behavior by device, laptop purchasing leads the way, but for only half of buying activity. The purchasing device least used is the tablet.
Of the 75% who purchased an item online within the last 30 days, here’s the device they used:
This is the second year of the study of multi-platform shopping trends across 17 countries (Australia, Belgium, China, Denmark, UAE, France, Germany, Hong Kong, India, Italy, Japan, the Netherlands, Singapore, Spain, Sweden, U.K. and the U.S.)
The study comprised an online survey of 1,000 online adults in each country.
An interesting insight in the study is that the main source of information for shoppers is a retailer website or app in terms of resources they use when looking for information on a product or service.
The store itself is the second choice, followed by friends and family and then price comparison sites.
Mobile shoppers are looking to retailers, whether via their app, website or physical store. No matter the method, consumers are looking to retailers for information.