Mobile devices are changing the shopping experience, according to a new study by the Pew Internet & American Life Project.
About 25 percent of adult cell phone owners used their devices to look up the price of a product online while they were in a store during this past holiday season, the study found.
Also. some 38 percent of mobile phone owners used their phone to call a friend while they were in a store for advice about a purchase they were considering making.
Some 24 percent used their phone to look up reviews of a product online while they were in a store.
Overall, 52 percent of all adult cell phone owners used their phone for at least one of those reasons over the holiday shopping season, and one-third used their phone specifically for online information while inside a physical store.
There does not seem to be any good reason why behavior in other markets, including Europe and Japan, for example, should be different. Globally, it would appear, mobile devices, especially smart phones, are starting to affect in-store shopping, with huge implications for brick-and-mortar retailers and online retailers as well.