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Consumers' activities with mobile phones in stores

Shoppers bringing online competition inside bricks-and-mortar stores

  • Four in ten shoppers worldwide are using their mobile phones to compare prices while shopping inside a store – rising to half of those aged 20-29   
  • Four in ten are contacting friends or family for advice – done equally by both men and women   
  • Men and women are also equal in taking pictures of products for later purchase decisions

For the survey, GfK interviewed more than 25,000 mobile phone users aged 15 or older in 23 countries either online or face-to-face in summer 2014. The countries included are Argentina, Australia, Belgium, Brazil, Canada, China, France, Germany, India, Indonesia, Italy, Japan, Mexico, Poland, Russia, South Africa, South Korea, Spain, Sweden, Turkey, UK, Ukraine and USA.

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