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Smartphones grow among shoppers

13 May 2013, 12:31 Duncan Alfreds

Cape Town - A new survey has found that shoppers are increasingly turning to their mobile phones to augment their shopping experience.

According to a survey conducted by the Google Shopper Marketing Agency Council, 79% of shoppers can be classified as "mobile shoppers".

Around 62% of those shoppers use their mobile phones at least once a month to assist with shopping and 17% use their phones at least once on the week.

The report highlights the observation that 82% of shoppers use smartphones to find information on products while in store, resulting in an increased spend.

More users connected to smart mobiles are expanding the functionality of the devices into e-commerce decisions, but the report indicates that the technology is being employed in so-called "brick and mortar" retail experiences.


The survey found that nearly half of consumers who use their mobiles do so for at least 15 minutes and they spend more across a wide selection of categories.

On the typical basket, the spend increased from $30 to $45 on health and beauty purchases, $250 to $350 on appliances, and $161 to $215 on electronics.

The survey also showed that a third of e-shoppers typically preferred to find information online rather than ask store employees and 53% of respondents used the devices to make in-store price comparisons.

While application content is popular with mobile phone users, the survey found that mobile sites for in-store shoppers outperformed apps by 65% to 35%.

- News24


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