Holiday In-Store Mobile Shopping Experience, February 2013 [CHART]

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.

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Tagged as: Chart, Customer Experience, Customer Service, eTailing, mCommerce, Mobile Behavior, Mobile Shopping, Online Shopping, Retail Marketing, Shopping, Statistics