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Report shows how smartphones support shopping behavior

Posted: , by Charlene S.

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Report shows how smartphones support shopping behavior
Without really thinking about it there are probably some places that you inherently use your smartphone as a personal shopping assistant when traversing the aisles of a brick and mortar store and other places that your mobile device doesn’t really play a part. A recent Nielsen survey shows that there is a definite correlation between the type of store a shopper is in and how they tend to use their smartphone during the buying process.

For example, of those surveyed, 73% said they have read reviews while inside an electronics store. Other popular places to read reviews while shopping were department stores at 43% and mass merchandisers at 34%. Not surprisingly, places like grocery stores, convenience stores, and dollar stores are not places people commonly read reviews while shopping at, clocking in just 14%, 7%, and 3% respectively.

When it comes to scanning a QR code to get additional product details, the result were very similar to reading reviews. 57% of those surveys said they had performed this activity at an electronics store, 36% at a department store, and 31% at a mass merchandiser. We would also assume that this has a lot to do with the types of products that actually have QR codes on them.

Finally, using a smartphone to redeem or request a coupon proved to be popular at both grocery and department stores, which each netted 41%. Clothing stores were close behind with 39%, whereas it turns out customers were less apt to look for coupons on their mobile devices at places like convenience stores, furniture stores, and dollar stores.

Report shows how smartphones support shopping behavior


source: Nielsen

4 Comments
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posted on 14 May 2012, 11:39 1

1. networkdood (Posts: 6250; Member since: 31 Mar 2010)


Well, currently I use my phone and an app called ColorNotes for my shopping list. Love its widgets.

posted on 14 May 2012, 13:06 1

2. jmoita2 (Posts: 930; Member since: 23 Dec 2011)


I refuse to be the dude on the milk isle scanning products with his phone. lol.

posted on 14 May 2012, 20:46 1

3. scnix (Posts: 41; Member since: 01 Jul 2010)


Hmm, what's the total number of people they used to run this survey?

posted on 15 May 2012, 10:04

4. jmoita2 (Posts: 930; Member since: 23 Dec 2011)


Believe it or not, the other day I got stuck at the checkout lane at Vons for 10 minutes because some nerd chick kept on insisting on a way to use the coupon on her iphone, arguing with the cashier.

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