Dallas – Four-in-10 (43%) of U.S. smartphone users purchased a good via their device in the last month. The new Parks Associates study “Mobile Commerce: Keys to Mass Adoption” also shows that 54% of Target shoppers have used their smartphone to make an in-store purchase in the last month, compared to 38% of Wal-Mart customers.
In addition, survey data shows that more than 25% of consumer electronics shoppers in broadband households have used mobile commerce apps on their smartphone to help with an in-store purchase decision, including functions such as product research, barcode scanning, and interaction with a retailer or brand app.
“There’s no such thing as a pure ‘in-store’ shopper anymore,” said Jennifer Kent, senior analyst at Parks Associates. “Consumers are checking online information about products before, after, and while they shop in stores. Retailers that embrace this trend will be in a good position to drive more sales within their stores.”