In-store Mobile Commerce During the 2012 Holiday Shopping Season

Nearly six in ten cell owners used their phone inside a physical store for assistance or guidance on a purchasing decision this holiday season. In the 30 days preceding our early January 2013 survey (the final weeks of the holiday gift-giving season):

• 46% of cell owners used their phone while inside a store to call a friend or family member for advice about a purchase they were considering.
• 28% of cell owners used their phone while inside a store to look up reviews of a product to help decide if they should purchase it or not.
• 27% of cell owners used their phone while inside a store to look up the price of a product, to see if they could get a better price elsewhere.

Taken together, 58% of cell owners used their phone for at least one of these reasons, with young adults and smartphone owners leading the way — 78% of cell owners ages 18-29 and 72% of smartphone owners did at least one of these with their phones this holiday season. The 46% of cell owners who called someone for advice about a purchase represents a significant increase from the 38% of cell owners who did so during last year’s holiday shopping season.