Shoppers use their smartphones from the time they pull up to a store to when they are checking out, according to a study discussed at the Shopper Marketing Conference & Expo.
Nearly two-thirds (64%) use their smartphones while in the store aisles, 44% in store parking lot and 28% on checkout line, according to quantitative and qualitative research from Millward Brown Digital on behalf of Facebook.
Nearly two-thirds of consumers use their smartphones for a shopping related activity, such as looking up store information, trying to find a deal or getting input from a friend.
“This behavior is becoming more the norm than the exception,” Natalie Gauthier, client manager at Millward Brown Digital.
Two-thirds of consumers spend less than one hour researching before entering the store.
“So, we have undecided consumers who are open for suggestions,” she said.
While in-store, shoppers use Facebook four times more frequently than any other social media app or search engine, according to the study.
“Facebook provides key exposure opportunities for a brand to be discovered or considered in-store,” she said.
They use Facebook to discover new products and services, 39%; to connect with others, 29%; for entertainment, 17%; and get peer feedback, 15%.
“You have a highly engaged audience browsing their news feed in all areas of the store,” she said.
Since most shoppers are undecided while in the store, brands that deliver meaningful value in-store via mobile and on Facebook will win consumer consideration, she said.
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