JiWire: Shoppers turn to mobile for research, comparison

At the same time, retail shoppers’ engagement with ads has been shown to increase when they are within a 2 mile radius from a store location. Researchers found engagement was 42% higher when ads were seen on a device rather than when they were inside a store. According to the report, 92% more shoppers are now buying from a mobile device than in-store (versus Q1 2012).

Other interesting findings include:

• Most shoppers to research online (mobile and PC) go on to buy online through that device
• Those using smartphones purchase as often from a mobile device as they do in-store
• 37% of shoppers showroom products and then buy online

“Mobile has become a fundamental aspect of the retail shopping experience,” said David Staas, President of JiWire. “Consumers are turning to these devices throughout the path to purchase, from researching to purchasing to sharing, both before shopping and while in-store. Leveraging these trends will be a critical marketing aspect for both retail brands and product companies to drive sales this holiday season.”

As for how shoppers are using mobile devices in-store, the research shows most (80%) are using mobile devices in-store to ‘enhance’ their experience. About one-third are either looking for coupons or product reviews through their devices.

Researchers found that mobile Wi-Fi connections increased 23% year over year.