Mashable - How Consumers Are Using Smartphones in Stores

By Todd Wasserman

Smartphone-toting consumers are increasingly using the devices to scout out better deals when shopping in-store, a new survey reveals.

Thirty percent of consumers with smartphones said while at a store looking for a product, they scout out better deals on their device. The phone-based survey, by GfK Roper on behalf of SapientNitro, was conducted December 3-4 among a sample of 1,004 adults. Not all respondents had smartphones.

According to Nielsen, only 28% of U.S. consumers have smartphones, but the researcher projects that by the end of 2011, that number will hit 49%.

The news isn’t all bad for traditional brick-and-mortar retailers, though. Thirty-three percent of respondents said they e-mailed or texted someone to tell them about their experience at the store, such as finding a great deal or gift. Nineteen percent used their phone to post something on Facebook, Twitter, MySpace or some other social networking site to convey that information.

Other findings:

• 52% used their smartphones to find a store location.
• 48% used them to browse for products.
• 40% compared prices with their smartphones.
• 35% looked for discounts, deals, coupons or discount codes on their phones.
• 34% checked product availability at retail stores or websites.

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