GfK reveals 46% of smartphone users compare prices in-store to get best deal
New research from leading research group GfK has revealed that 30 per cent of Britons are now using smartphones and of these, 52 per cent use their phone in-store to guide their purchasing decisions.
With money as the main driving factor, smartphone users are using their phone in-store, with 89 per cent of these users (46% of smartphone owners) doing so to check prices and ensure they are getting the best deal.
Whilst smartphone users are still shopping in store, the study has also revealed that 84 per cent shop online as well, compared with 75 per cent of the population in general.
Pam Armstrong, managing director at GfK, said: “With the uptake of smartphones and tablet computers, brands are being forced to rethink and update their digital strategy on a regular basis. While GfK’s figures provide further evidence that brands need to have strong mobile specific websites, brands need to make sure they are making an impact in store as well. In a world where shoppers have almost instant access to product information, reviews and prices, even when they’re on the go, it is important retailers and manufacturers differentiate themselves from their competitors by offering enhanced customer service, standout promotions and greater brand equity if they want their share of the Savvy Shopper’s wallet.”