Just under one-third (30%) of US shoppers and 40% of UK shoppers use their smartphones when shopping in brick-and-mortar stores, according to recent study by Usablenet.
These customers use their phones in-store primarily for messaging/emailing (84% in the United States, 90% in the United Kingdom), engaging on social networks (64% US, 45% UK), comparing product prices (71% US, 66% UK), and checking customer reviews (51% US, 57% UK).
Below, additional findings from the report, which was based on data from a survey of 1,500 shoppers in the US and UK, as well as in-person interviews with employees and customers in stores.
Mobile Shopping
- 48% of US and 46% of UK shoppers surveyed would be receptive to receiving messages and promotions to their phone based on their browsing experience in the store, assuming they can opt-in.
- 79% of US shoppers and 64% of UK shoppers use their smartphones for browsing and shopping on websites and apps.
- In the US, 41% of shoppers browse and purchase using their smartphone at least once a month, and 34% do so almost daily.
- In the UK, 29% browse and purchase at least once a month, and 28% do so almost daily.
Tablets
- 77% of US and 81% of UK consumers research prices and reviews on their smartphones but prefer to make purchases on larger devices, such as tablets or computers.
- 78% of US shoppers and 67% of UK shoppers who own tablets do not bring them into brick-and-mortar stores.
In-Store Kiosks
- 77% of UK customers have used in-store mobile kiosks for browsing and ordering, whereas only 59% of US customers have experience with the technology.
- 58% of US and 69% of UK customers who have used mobile kiosks found them easy to use.
About the research: The report was based on data from a survey of 1,500 shoppers in the US and UK, as well as in-person interviews with employees and customers in stores.
