Study: Four in 10 mobile shoppers compare prices

Nuremberg, Germany – Some observers have suggested the practice of consumers using their mobile devices to check prices at rival retailers while in a store, is on the wane. However, a survey of mobile phone users in 23 countries (including the U.S.) from GfK found 40% compare prices at other retailers while in a store.



Forty percent also contact a friend or family member for advice, while 36% take pictures of products that they might buy.



Globally, men outweigh women on using their mobile phone inside a store to compare prices on a regular basis, standing at 42% and 37% respectively. The most active age group is shoppers aged 20-29, with nearly half (49%) saying they regularly do this, followed by those aged 15-19 and 30-39, both at 45%.



Globally, men and women are almost equally likely to use their mobile phones inside a store to contact a friend or family member for advice (40% of women and 39% of men say they regularly do this). Young adults aged 20-29 lead on this particular activity at 48%, while teens aged 15-19 follow closely (47%) and those aged 30-39 trail at 40%.



Taking photographs of actual products that they might buy is the third-most-popular activity that shoppers use their mobiles for while they are inside a store. Globally, men and women stand equal on this activity, with over a third (36%) of each routinely taking photos of products while shopping. Globally, teens (aged 15-19) and young adults (aged 20-29) are ahead of the curve on snapping photos inside a store (44% and 43% respectively), while the 30-39 year old shoppers follow at 39%.