While desktops and laptops were the method of choice for research, mobile was gaining ground—both in and out of stores. One-quarter of respondents said they researched products on their mobile devices prior to visiting a store weekly, and 22% reported conducting research—and looking for alternatives—via mobile while at a store.
Respondents were likely looking for alternatives to make sure they were getting the best deal, as the study found that comparing prices was the most frequent in-store smartphone activity, cited by 36%. November 2013 research conducted by Research Now for Swirl found similar results. Among the 85% of US smartphone users polled who had used a mobile shopping app while inside a store, 81% said they did so to search for sales and offers. Read the rest at eMarketer.