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January 30, 2012

Mobiles used more to purchase during Xmas shopping

New research from the Pew American & Internet Life Project further highlights the trend for increasing use of mobiles for as an aid while shopping. The results showed that more than half (52%) of adult cell phone owners used their devices while in a store to get help with purchasing decisions.

Specifically, 38% used their phone to call a friend for advice while in a store, 24% looked up product reviews online in-store, and one-quarter checked pricing online to see if they could get a better deal elsewhere.

Furthermore, one in five “mobile price-matchers” made their most recent purchase from an online store rather than a physical location. More than one-third (37%) decided not to buy the product at all, 35% bought it at that store and 8% got it at another store.This finding will do little to allay retailers' fears that shoppers are increasingly using their brick-and-mortar outlets as showrooms for subsequent purchases at an online or offline competitor.

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