Two-thirds of US consumers with smartphones have used the devices to aid shopping, according to a report by research firm Leo J. Shapiro and Associates. The February 2012 survey also found that 38% of respondents researched products on their smartphones while shopping at a physical store.
Customers are using web-enabled devices for a variety of purposes, but the highest percentage of respondents, 47%, said they relied on smartphones to find out more information about a product. Thirty-six percent of those polled had used their phones to read product reviews on retail websites. Price-comparison was also a popular activity, with about one-third of smartphone owners looking up prices at other stores, and slightly fewer researching prices on retailer websites.
Interestingly, the research found that 54% of US smartphone owners used their phones to shop before arriving at a store. A smaller number said they had used their phone after getting to a brick-and-mortar location. This indicates that customers are “pre-shopping” on smartphones before deciding whether a trip to a retail location is worth it.