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Just under one-third (30%) of US shoppers and 40% of UK shoppers use their smartphones when shopping in brick-and-mortar stores, according to recent study by Usablenet.

These customers use their phones in-store primarily for messaging/emailing (84% in the United States, 90% in the United Kingdom), engaging on social networks (64% US, 45% UK), comparing product prices (71% US, 66% UK), and checking customer reviews (51% US, 57% UK).

Below, additional findings from the report, which was based on data from a survey of 1,500 shoppers in the US and UK, as well as in-person interviews with employees and customers in stores.

Mobile Shopping

  • 48% of US and 46% of UK shoppers surveyed would be receptive to receiving messages and promotions to their phone based on their browsing experience in the store, assuming they can opt-in.
  • 79% of US shoppers and 64% of UK shoppers use their smartphones for browsing and shopping on websites and apps.
  • In the US, 41% of shoppers browse and purchase using their smartphone at least once a month, and 34% do so almost daily.
  • In the UK, 29% browse and purchase at least once a month, and 28% do so almost daily.


  • 77% of US and 81% of UK consumers research prices and reviews on their smartphones but prefer to make purchases on larger devices, such as tablets or computers.
  • 78% of US shoppers and 67% of UK shoppers who own tablets do not bring them into brick-and-mortar stores.

In-Store Kiosks

  • 77% of UK customers have used in-store mobile kiosks for browsing and ordering, whereas only 59% of US customers have experience with the technology.
  • 58% of US and 69% of UK customers who have used mobile kiosks found them easy to use.

About the research: The report was based on data from a survey of 1,500 shoppers in the US and UK, as well as in-person interviews with employees and customers in stores.

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image of Ayaz Nanji

Ayaz Nanji is a digital strategist and a co-founder of ICW Media, a marketing agency specializing in content and social media services for tech firms. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji

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