More than half of the U.S. smartphone population used their phone to perform retail research while inside a store in 2011, illustrating the emergence of savvy smartphone shoppers who bring online shopping behaviors in-store, according to ComScore’s report called 2012 Mobile Future in Focus. It found that at the end of 2011, nearly 1 in 5 smartphone users scanned product barcodes and nearly 1 in 8 compared prices on their phone while in a store.
The annual report examines the mobile and connected device landscape, covering several mobile markets measured by comScore, through an exploration of key trends driving smartphone adoption growth, mobile media usage in categories such as social networking and retail, mobile ecosystem dynamics, and shifts in multi-device digital media consumption in 2011, according to a company press release. The report highlights insights primarily from mobile markets in the United States, France, Germany, Italy, Spain, United Kingdom, Japan, and Canada.
“As the industry continues to innovate and more consumers look to multiple devices and platforms to consume digital media, we expect the mobile and connected device landscape to be shaken up even further in 2012,” said Mark Donovan, comScore senior vice president of mobile.
“As mobile channels present a more personal, social, and ubiquitous experience to consumers, advertisers and publishers have an opportunity to better engage target audiences, given an understanding of how to connect and leverage the unique characteristics of these emerging platforms,” Donovan said.