Showrooming, in which customers visit a store to assess merchandise with the intent of making an online purchase, is now a well-established behavior among many shoppers.
But consumers are also developing a more nuanced profile of in-store mobile device activities aside from conducting price comparisons.
A new survey from Scandit, which offers barcode scanner SDK for iOS and Android developers, found that 44% of internet users in the US, UK and Germany thought a mobile device would improve their in-store experience at brick-and-mortar locations. And smartphones were overwhelmingly the device they would like to use.
Fully 83% of respondents who used mobile devices at physical stores turned to their smartphone, compared with just 14% who used a tablet and 3% who employed a wearable device.
Scandit’s survey also revealed that checking product prices was a popular in-store mobile activity for the shoppers surveyed. In fact, 40% of respondents said they used their devices for just that purpose.