More adult mobile owners used their devices to help them shop during the 2012 holidays than during the 2011 season, finds the Pew Research Center’s Internet & American Life Project in new survey results [PDF]. Among various actions taken, 27% used their device to look up product pricing (“mobile price matchers”). While that was not up significantly from a year earlier (25%), what they did after comparing prices did shift. Specifically, 46% of this group reported ultimately purchasing the product at the particular store. That represents a significant 31% increase from 35% who reported doing so the prior year.
The other respondents either decided to not purchase the product at all (30%), purchased the product online (12%), or purchased it at a different store (6%). Read the rest at MarketingCharts.