Study: Shoppers on phones in aisles, at checkout

Shoppers use their smartphones from the time they pull up to a store to when they are checking out, according to a study discussed at the Shopper Marketing Conference & Expo.

Nearly two-thirds (64%) use their smartphones while in the store aisles, 44% in store parking lot and 28% on checkout line, according to quantitative and qualitative research from Millward Brown Digital on behalf of Facebook.

Nearly two-thirds of consumers use their smartphones for a shopping related activity, such as looking up store information, trying to find a deal or getting input from a friend.

Attendees at one of the many seminars at the Shopper Marketing Conference

“This behavior is becoming more the norm than the exception,” Natalie Gauthier, client manager at Millward Brown Digital.

Two-thirds of consumers spend less than one hour researching before entering the store.

“So, we have undecided consumers who are open for suggestions,” she said.

While in-store, shoppers use Facebook four times more frequently than any other social media app or search engine, according to the study.

“Facebook provides key exposure opportunities for a brand to be discovered or considered in-store,” she said.

They use Facebook to discover new products and services, 39%; to connect with others, 29%; for entertainment, 17%; and get peer feedback, 15%.

“You have a highly engaged audience browsing their news feed in all areas of the store,” she said.

Since most shoppers are undecided while in the store, brands that deliver meaningful value in-store via mobile and on Facebook will win consumer consideration, she said.