An increasingly large subset of U.S. shoppers are using their mobile phones in stores. Some retailers, like Target, are encouraging that behavior, giving shoppers gift cards and other rewards for checking in and scanning merchandise. Others, like Best Buy, are doing their best prevent it, even going so far as to strip the standard barcodes on products to discourage shoppers from running price comparisons with other retailers.
Emphatica recently issued a survey among 6,500 U.S. Internet users — a little more than half (52%) of whom identified as smartphone owners — to take a closer look at how they’re using mobile in stores. Impressively, 55% of smartphone owners said they’ve used a mobile device to compare prices between retailers. Thirty-four percent said they’ve scanned a QR code, and 27% have read online reviews from their devices before making purchase decisions.
Those findings and more are showcased in the infographic below. Note that the statistics in the third category only include responses from smartphone owners.
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