Study: 52% use mobile while shopping in-store

More than half (52 percent) of U.S. adult mobile owners used their phones in a store to get help with purchasing decisions – 38 percent called a friend for advice, 24 percent looked up online reviews online, and one-quarter checked online to for a better price elsewhere, according to a new study by the Pew American & Internet Life Project.

Moreover, one out of five “mobile price-matchers” made their most recent purchase online rather than in a physical store, 37 percent decided not to buy the product at all, 35 percent bought it at the original store, and 8 percent got it at another shop.

Breaking down those who use cell in stores by age, Pew found that ages 18-49 were much more likely to use it for online product reviews than those above ages 50. They were also the most active group – 63 percent called a friend for purchase advice or to checked up product reviews in-store, Media Post reported.

The study also noted that checking reviews and pricing often go together. Among the 33 percent who used the phones to check up either product reviews or prices, roughly half (representing 17 percent of all cell owners) did both.

The Pew study surveyed a nationally representative sample of 1,000 U.S. adults on telephone from Jan. 5 to Jan. 8, 2012. Of that group, 600 were reached by landline and 400 by mobile phone. The study has a margin of error of plus or minus 3.9 percentage points, Media Post reported.


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