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

Further proving that the smartphone is well and truly cemented into modern life, the study shows that among U.S. 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 CE, while only 38% of Walmart shoppers did the same.”

Much has been written about “showrooming” in recent months, the growing trend of consumers using physical retail outlets to view a product in the flesh before making a purchase online, but it appears that however a purchase is made, the Internet, smartphones and therefore apps are becoming critical parts of the process.

From the article, "Shop 'n surf: Buyers turn to apps for retail decisions."

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