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More consumers using smartphones at point of sale

March 28, 2012

Nearly half of adults in the U.S. now own smartphones, according to a Pew Research study.

Nearly half of adults in the U.S. now own smartphones, according to a Pew Research study. This is boosting the percentage of consumers who are using the devices for more informed shopping experiences. In just the past year, the percentage of smartphone owners has increased 11 percent, the study found.

“Smartphone-enabled shopping or ‘smart-shopping’ is rapidly becoming a mainstream activity for smartphone owners. Given the rapid rise in smartphone ownership, traditional retailers and product brand managers face a new wave of challenges to serve increasingly informed and independent consumers,” said Owen Shapiro, vice president of Leo J. Shapiro and Associates (LJS).

One in 10 shoppers are now using their mobile devices to check competitor prices before they buy at the point-of-sale registers in brick-and-mortar locations, according to a national survey by LJS. The study found that while at a store’s credit card terminal, 15 percent of shoppers will look up facts and features on their devices, 11 percent will compare prices at other stores, 9 percent will read product reviews and 8 percent will look up ecommerce prices.

Retailers don’t have to lose out on sales because of evolving consumer trends. New mobile credit card payment processing devices make it easy for sales associates to work with customers in store aisles, providing the same information they would find on a smartphone with something the technology can’t provide – personal service.

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