Survey highlights role of mobile in in-store shopping

New York -- Consumers worldwide are increasingly using multi-platform devices, especially mobile, to enhance their in-store shopping experience, according to a study by global digital and technology agency DigitasLBi.



In the study, "Connected Commerce: A Snapshot of the Modern Shopper,” 71% of Americans say that using a mobile phone while shopping inside a store could affect their buying decisions.



The percentage of consumers who have purchased an item online via smartphone in the last three months varies by country: 70% so in China, 22% in the U.S., 13% in France, and 6% in Belgium. Additionally, 79% of people in China go online on their phone while shopping in-store, compared to 37% in the U.S., 27% in France, and 16% in Belgium.



The practice of 'showrooming' has become a prevalent global trend. It is most common in Sweden, where 88% of consumers research a product in-store before buying online, followed by 84% in China, 66% in the U.S., and 48% in Belgium.