Mobile’s Role in the In-Store Shopping Experience Growing, Survey Finds

I came across a very interesting report this week from White Horse, a digital marketing agency based in Portland, Ore. The Future of In-Aisle Mobile: A Framework for Consumer-Centered Innovation found that 84 percent of smartphone users have engaged in some type of in-store mobile activity related to shopping.

I came across a very interesting report this week from White Horse, a digital marketing agency based in Portland, Ore. The Future of In-Aisle Mobile: A Framework for Consumer-Centered Innovation found that 84 percent of smartphone users have engaged in some type of in-store mobile activity related to shopping. I think this is a pretty high percentage.

The report examines how consumers use smartphones to supplement in-store shopping while also offering tips on how retailers can take advantage of this behavior. For the study, White Horse conducted 13 videotaped shop-along trips to retailers including Anne Taylor LOFT, Best Buy, Sephora and Bed Bath & Beyond. It then conducted a survey of 390 U.S.-based smartphone users to validate the field research.

The 16 percent of respondents who haven’t used their smartphone for shopping tasks in-store cited very consistent reasons for not doing so: most haven’t found a utility that allows them to shop and gather information in-aisle easily, and many want a speedy shopping experience, according to the report.

Electronics stores are where shoppers are most likely to use their smartphone to aid their purchase decision (79 percent), followed by discount retailers (67.5 percent), department stores (48.6 percent) and supermarkets (42.6 percent).

The report also found that while price-checking is the most common activity for mobile shoppers (72 percent of respondents report doing so), it’s by no means the dominant activity. Searches for product reviews and recommendations (67 percent), and seeking a retailer’s store information (61.1 percent) followed closely behind.

What do you think of these findings? Surprised by them at all? Please leave a comment below.