Programmatic Lunch

55 Per Cent of In-store Mobile Usage Impacts the Purchase Decision

Alex Spencer

mobile shopperPurchase-related activities make up 55 per cent of mobile usage in stores, according to a study from beacon platform InMarket.

By comparison, the next most popular activity – messaging unrelated to shopping – stood at just 14 per cent.

Purchase-related activities include accessing a shopping list, reviews, recipes or price comparisons, or communicating about what to purchase.

Shopping lists were the most common of these activities, accounting for 28 per cent of shoppers – while just eight per cent of shoppers were using the retailer's own app in-store.

"People aren't using social or gaming in stores," said InMarket CEO Todd Dipaola. "They're using the device as a concierge tool to improve shopping experiences and decisions."