A Google study of “smartphone shoppers” has revealed more people are using their device to improve their shopping experience while in store.
The report, put together by the Google Shopper Marketing Agency Council, found that 84 per cent of mobile shoppers use their phone in the store, while browsing.
Customers do this for price comparison information (53 per cent), finding offers and promotions (39 per cent), finding locations of other stores (36 per cent) and opening hours (35 per cent).
The report states: “Now that consumers have product details, price comparisons and reviews available instantly at their fingertips, shoppers complement what they’re seeing on store shelves with what they can find on the web.”
The most popular types of products shoppers are using mobile for to complement their experience include appliances, groceries and baby care.
Google also argue that the use smartphones in store encourages customers to spend more, with basket sizes of mobile shoppers being between 25 and 50 per cent higher than non-mobile shoppers.
It added: “While many businesses might assume that smartphone use in store drives shoppers to seek better prices elsewhere and order online, we found that the opposite was true.
“Marketers shouldn’t shy away from the showrooming challenge, and should instead, meet it head on.”
