Association of Marketing Theory and Practice Proceedings 2015
 

Title

In-store Use of Mobile Phones for Point-of-Purchase Product Information Searches in the US (Dec 2012)

Document Type

Conference Proceeding

Conference Track

Marketing Research/ Demographics/ Consumer Behavior

Publication Date

2015

Abstract

This research investigates the use of mobile phones for in-store purchase decisions based on analysis of national sample data. Age was the best predictor of whether individuals would use their cell-phones in-store to acquire purchase related information. Younger smart phone owners were significantly more likely to read product reviews and engage in price comparison while shopping. Women were more likely to use their cell phone to connect with friends or family while shopping. Based on the findings, it appears there is a need for companies to take the growing use of mobile phones for assisting with in-store purchase decisions into consideration, especially in relation to younger adults and female shoppers. The data also further heightens the importance of maintaining a positive presence, both online and offline.

Copyright Statement / License for Reuse

Digital Commons@Georgia Southern License

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