84% Of Shoppers Use Mobile Devices In-Store

In a recent survey of more than 1,500 smartphone owners, the Google Shopper Marketing Agency Council found that 79% of smartphone owners are “smartphone shoppers” and 84% of all shoppers are using their mobile devices to help them shop while inside the store.

Some of the top uses for pre-shopping on smartphones included:

  • 58%: find store location/directions;
  • 57%: find store hours;
  • 44%: make price comparisons;
  • 44: find promotional offers; and
  • 43%: browse on the Internet.

Shoppers are spending a significant time using their mobile devices in-store: almost half use mobile for more than 15 minutes per store visit. This is good news for retailers because shoppers who use mobile more, buy more. Median basket size increase per category include:


ü  50% for Health & Beauty;

ü  40% for Appliances;

ü  34% for Electronics; and

ü  25% for Household Care.

But store associates beware: an average of more than 33% of shoppers use their smartphones to find information, rather than seeking out store employees for help.

Shoppers are accessing a number of different resources when searching on their smartphones in-store:

  • 82% access search engines;
  • 62% go to store web sites;
  • 50% tap into brand web sites;
  • 21% use store apps; and
  • 20% link to deal web sites.

While more mobile apps are being created and promoted every day, the majority (65%) of consumers prefer mobile sites to help with shopping.

Click here to access a complete copy of the April 2013 survey report, titled: Mobile In-Store Research: How in-store shoppers are using mobile devices.

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