37% of shoppers compare prices via mobile while in store

In the United States, 37 percent of mobile users reported comparing prices on their smartphones while shopping in store locations. According to a GfK survey, 39 percent of these same U.S. shoppers are getting in touch with a trusted person for product advice.

The survey, which examined mobile phone users in 23 countries, stated that the two most prevalent shopper behaviors on a global scale are comparing competitor prices and contacting a family or friend for advice. Both habits were cited by 40 percent of respondents. In addition, 36 percent of shoppers are using phones to take pictures of items they might buy.

Breaking it down by demographic globally, young adults ages 20 to 29 lead the group in contacting someone else for shopping advice with 48 percent prevalence. Simultaneously, 47 percent of teens ages 15 to 19 practice the same trend, as well as 40 percent of adults ages 30 to 39.

U.S. women are more likely than men (40 percent versus 37 percent respectively) to reach out to a trusted friend while shopping. The same is true of teens—65 percent also ask a friend, compared to 54 percent of young adults ages 20 to 29 and 40 percent of adults ages 30 to 39.

Other common in-store activities among U.S. respondents include taking pictures of products they might buy—34 percent do so; taking pictures of ads or product descriptions, 26 percent; scanning bar or QR codes, 24 percent; buying products through an app, 19 percent; and buying products through a store's website, 17 percent.

Digital price shopping is still a key driver of in-store purchases. According to a PwC annual consumer survey, 73 percent of shoppers browse online and then purchase the products in-store.

For more:
-See this GFK press release

Related stories:
73% of shoppers browse online, purchase in store
70% of consumers prefer in-store returns, exchanges
Half of shoppers prefer in-store to waiting for shipping
Macy's advances omnichannel strategy with same-day delivery
70% of retailers embrace omnichannel