The mobile used by more than half of consumers in store to make their decision

This is an American study carried out by Pew
Internet which quantifies a trend that we anticipated without really having it
measured, namely the use of mobiles and smartphones to validate (or
discourage) an in-store purchase.

Thus, according to a study carried out on more than 1000 consumers, it
turns out thatmore than half of adultsusers of
mobile used their device during the 2011 Christmas shopping to
guide them in their purchasing decisions.

But what exactly did they do?

• 38% of them used it to call a friend (like in the show
  !) in order to consult him on the purchase
• more interesting since it most likely concerns smartphones:
  24% used it to see reviews on the Internet without leaving the
  store
• and finally, it is the crux of the matter, 25% used it to compare the
  prices with those practiced on the net, to see if they could have it
  cheaper elsewhere

But the question that immediately comes to mind is of course
following:What did they do afterwards?Did they turn the
heels and did they go home to order online, or did they
cracked? Unbearable suspense!

Fortunately, the study also looked at this:

In the end:

• 37% didn’t buy anything
• 35% purchased in the physical store from which they had purchased
  searches or consulted a review
• 19% purchased online
• 8% purchased in another physical store

You can find the study and methodologyici.

So... Do you recognize yourself in this approach,
Do you use iPhone to check prices or reviews when shopping?
certain purchases? Which ones?

Source

founder of the site. Computer engineer and Internet specialist where he has held various positions of responsibility, Laurent has been passionate about mobility since the arrival of "PDAs" in the 90s. Journalist for 4 years for the magazine Team Palmtops (Posse Presse) and author of several books on the iPad published by Pearson.