One in four US consumers now rely on their smartphones for advice and guidance when shopping in physical stores.

According to Parks Associates, over 25% of shoppers use their devices to research products when buying consumer electronics devices from brick-and-mortar stores.

Further proving that the smartphone is well and truly cemented into modern life, the study shows that among US consumers, those that frequent Target are the most likely to turn to their handsets rather than a shop assistant when choosing what to buy.

"Consumers are using apps and smartphones to enhance their brick-and-mortar shopping experience, with Target shoppers emerging as the most enthusiastic app users," said Jennifer Kent, senior analyst, Parks Associates.

"Our research shows 54% of Target shoppers used at least one mobile commerce app while shopping in a store for consumer electronics, while only 38% of Walmart shoppers did the same."

Likewise, Facebook has this month launched a partnership with Cisco to offer social network users free WiFi access in shops and stores in return for checking in on Facebook and sharing their location. Parks Associates research shows that there is clearly an appetite among US consumers for this level of in-store interactivity.

From the article, "Consumers turning to apps to make shopping decisions." 

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