27% of smartphone users scan QR Codes in-store

When Vibes surveyed just over 1,000 mobile phone owners age 18 and over they found there are key ways in which brick-and-mortar stores can help consumers find the product they want.

According to Vibes' study:

- 84% of "showrooming shoppers" have conducted product research while shopping in-store;

- 33% of consumers admit to comparison shopping on a competitor's website while in another retailer's store;

- 6% were likely to abandon an in-store purchase for a competitor.

QR Codes are one way in which retailers can provide consumers with up-to-the-minute product information. Over a quarter (27%) of smartphone owners in Vibes' study have scanned a QR Code in-store.

According to Vibes, consumers are more likely to make a purchase when they can more easily access product information. After scanning (or texting) for product information nearly half (48%) of respondents said they felt much better about their purchase, and 14% who scanned or texted for more information went on to make a purchase they hadn't planned to make.

"Consumers have an emotional reaction when they find the right information. It's an important connection that retailers can make with their customers. Giving them the information that makes them feel better about their purchase decision is a powerful opportunity," says the report.

"It's also one uniquely positioned for a mobile experience since it can quickly validate or dissuade a shopper at the very moment they intend to make a decision."

Tags: brick and mortar, in-store, mobile usage, purchase behavior, QR Code, showrooming