Mobile Devices Provide Consumers a Powerful Research Tool While Shopping in Retail Stores

Consumers are using their mobile devices in a host of ways to conduct research on products they are interested in purchasing while they are physically in a retail store, according to a recent consumer perception study conducted by leading market research firm ClickIQ.

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ClickIQ, Inc.

The most popular internet searches respondents used to get additional information included going to online-only retailers such as Amazon.com, eBay, etc. and accessing the manufacturer’s web site of the product they were researching

Minneapolis, MN (PRWEB) March 14, 2012

Shoppers who use their mobile device to research products while they are in the retail store are using all of the options available from internet searches to calling a retailer’s competitor. Market research firm ClickIQ asked a targeted group of consumers about their in-store product research experiences over the past 3 months and found that a full 61% said they accessed the internet to research a particular product, 25% said they scanned UPS bar codes, 18% scanned QR codes, 11% sent a text & 8% an image to a family member or friend. 11% of respondents called a family member or friend, and just over 7% called a different retailer than the one where they were shopping.
Of the savvy mobile-researching shoppers surveyed who eventually purchased the product they were researching, 36% stated they did their research while at Best Buy followed by 30% who were at Walmart and 29% who were standing in Target. The most popular internet searches respondents used to get additional information included going to online-only retailers such as Amazon.com, eBay, etc. and accessing the manufacturer’s web site of the product they were researching, each at 43%. 38% of shoppers went to an online web site of a retailer that also has brick & mortar stores (e.g. target.com, walmart.com, etc.), but not necessarily the retailer where they visited. Of the information that these consumers gathered, price topped the list at nearly 82%. Half of the consumers surveyed read online product reviews, 45% compared features, 38% checked availability, and over a quarter of them researched to see what the shipping/delivery fees would be if they purchased the product online rather than buying it in the retail store.
The study also showed that the majority of shoppers used their iPhone or Android smart phones, each at 40%, to conduct their research. Blackberry devices were used by only 11% of our respondents and a surprising 17% of shoppers used their iPad or other tablet while at the store with 42% of them accessing the retailer’s WiFi.    
Methodology
Data was collected in an online survey from 406 of ClickIQ’s US consumer panel members from March 2, 2012 through March 8, 2012. Target respondents qualified by stating they own a mobile device and within the past 3 months have researched a product using the device while at a brick & mortar store and have since purchased the researched product. The survey results have margin of error of +/-5% at a 95% confidence level.
About ClickIQ
ClickIQ, Inc., based in Minneapolis, Minnesota, is an award-winning market research firm that employs fully integrated online management tools, a proprietary consumer panel, and skilled market research analysts to deliver quantitative consumer and shopper insights to some of the best known and most respected companies across the U.S.


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