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Today 4 out of 10 consumers use their smartphones while shopping in store. A worldwide research carried out by GfK, a famous market research agency, analyzed purchase behavior of some mobile phone users in 23 countries. Most of them claim to use their mobile phones while they are comparing prices in the store or asking for suggestions on products from friends and relatives. Half of those interviewed use their smartphones to compare prices with online shops, 49% of them are between 20 and 29 years old, while 45% are between 15 and 19 and 30 and 39 years old. In general, men are more likely than women to use smartphones in the store.
Adrian Hobbs, Chief Executive Officer of GfK, talks about this phenomenon "In light of the significant number of consumers who use mobile phones inside the store, the physical store must always check the competitors' prices and automatically adapt to them."
Another factor that affects the use of the mobile phone while shopping in the store is sharing with friends and relatives. 40% of respondents, both men and women, say that they use their mobile phone while they are in a store to ask for the advice of relatives or friends. 36% of interviewees instead send photos to ask for suggestions in real time before buying a product in the store.
Looking at the countries most affected by this phenomenon, Mexico and China are leading, followed by Turkey and Poland. This purchase behaviour is instead developing in some countries like India, Ukraine and Indonesia where there are respectively 11%, 15% and 17% of active consumers.
Nowadays the new consumer is becoming more careful and aware of prices and products; for this reason retailers have to adopt an increasingly multichannel perspective.