Telecom Lead America: 46 percent of U.S. consumers use
their smartphones to check prices and reviews while shopping at retail stores,
up 5 percent from 2010.
Sheryl Kingstone, Yankee Group research director and
author of the report, said retailers must embrace mobile beyond price
comparison and target consumers who are not solely driven by price. Engaging
mobile consumers with tools such as inventory availability, real-time
personalized offers, personal shoppers and self-checkout will make the
difference between retail success and failure in the new mobile economy.
Fifty-four percent of consumers have downloaded a mobile
shopping application, and 24 percent consider mobile shopping applications
essential.
Fifty-six percent of consumers say they trust online
sites such as Amazon over traditional brick-and-mortar retailers for tasks such
as price comparisons.
High-income users are more likely to download price
comparison applications and use the information to either buy from a different
store or request a price match.
Eighty-three percent of consumers whose income is over
U.S.$200,000 are likely to use the information to purchase the product online
instead.
