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Shoppers using mobile devices to decide on in-store purchases, says Google

Shoppers using mobile devices to decide on in-store purchases, says Google

A recent study from Google has revealed a growing trend in the use of mobile devices as in-store shopping companions.

In the report, ‘Mobile In-Store Research: How in-store shoppers are using mobile devices’, Google looks into the way consumers make use of their devices whilst browsing stores. According to the research, 84 per cent of shoppers with smartphones turn to their handsets for buying advice.

The search giant also found that most shoppers’ mobile activity starts with a basic search and not a visit to the brand’s website or social media profile. On top of this, Google reported that 82 per cent of these smartphone bargain hunters use their handsets to make buying decisions – many turning to price comparison tools like Google’s Shopping feature.

Speaking about the findings, Google’s Mobile Marketing Manager, Adam Grunewald, said in a blog post:

“Some stores promote their expanded inventory online or implement a price match guarantee to retain savings-hungry shoppers. Others are putting smartphones to use with QR codes that share more information about products, or apps with store maps and real-time inventory.

“Whatever tactics marketers choose, it’s clear that smartphones are changing the in-store experience, and that winning the key decision moments at the physical shelves mean owning the digital shelves too.”

The latest figures support the recent study from the Local Search Association, which revealed mobile searches in general more than quadrupled last year.

As well as comparing prices, shoppers are able to use Google’s features to locate other stores, find reviews and check newsfeeds for the latest updates on a brand.

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