Smartphones are integral to in-store shopping – study

Ownership of smartphones is rapidly approaching levels of traditional mobile phones (36% vs 53%), and most smartphone owners (83%) use them while shopping, according to a research conducted by Perception Research Services International (PRS). The report also found that they are not being used solely for big ticket items such as appliances (39%) and electronics (59%), but also for everyday items such as Groceries (49%). The research further indicates that smartphone owners, who use their phones while shopping, most often utilize them during the decision making process (comparing prices, gathering product information, searching for sales/coupons or reading reviews/opinions), and about one-third make actual purchases with their phones. Hispanics and African-Americans are more apt than Caucasians to use their smartphones while shopping. Smartphone owners, who use their phones to shop, tend to be under 35 years old, are employed full-time and are better educated than the average consumer.