41% of shoppers actively use mobile apps in stores

The use of mobile applications for shopping has doubled in the past year, with 41 percent of consumers actively using mobile apps while in stores. And while many are comparing prices, a growing number of shoppers are interested in utilizing mobile devices in the checkout process.

Showrooming still makes up the bulk of mobile shopping app usage with 47 percent this activity dedicated to checking product prices at competing retail brands, according to a new study by the CFI Group.

Coupon use is also popular: 45 percent of consumers redeem coupons and offers received via mobile.

A growing group of shoppers are now mobile only for research purposes, but looking forward, the future of checkout is more than just using a mobile app or device to facilitate easy payment. Of the survey respondents, 51 percent said they would be very likely to use mobile apps to speed-up the checkout process when they become available. Almost half of all participants reported that they would favor a store with advanced mobile capabilities – which would encourage them to shop with the retailer more, buy more per visit and even pay slightly more.

"Mobile applications allow an opportunity for retailers to engage with customers whenever and wherever they are," said Terry Redding, VP of sales and marketing, CFI Group. "Customers want to receive tailored communications, not only to see that retailers are showing an interest in them, but for quick accessibility and convenience."

Said Redding, "It is crucial for retailers to keep up with advanced mobile capabilities to maintain high customer satisfaction."

For more:
-See this CFI Group survey

Related stories:
In-store app usage 16x higher with beacons
One-third of shoppers now use mobile only
Retail sales up 168% from mobile-optimized sites
Apps dominate mobile as web browsing declines
Amazon, eBay, Walmart see more mobile-only visits

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