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In-store comparison-shopping becomes number one m-commerce trend with a third of consumers

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Comparison shopping on a mobile device while in store has become the number one mobile behaviour consumers take across all ages and gender with surveys by both mobile ad network JiWire and researchers Pew Research finding that a third of consumers used their phone specifically for online information while inside a physical store.

JiWire also found this trend to be true with 34% of on-the-go consumers participating in comparison-shopping behaviour. Its report delves a little deeper and found that 39% of consumers between the ages of 25 and 34 are the most likely to comparison shop in store with 13% actually making a purchase on their mobile devices instead of in the store.

The study – JiWire’s latest Mobile Audience Insights Report, which examines connected-device adoption, location and mobile-shopping trends and public Wi-Fi trends – also finds that consumers are four times more likely to search for reviews than to search for a friend’s recommendation and that 21% searched for coupons while in store.

In fact, 34 per cent of consumers have redeemed an online coupon in the past 90 days, says JiWire. Additionally, mobile coupon redemption is rapidly nearing newspaper coupon redemption thresholds with 18% redeeming mobile coupons and 22% redeeming newspaper coupons.

Also in the mobile shopping realm, Quick Response (QR) codes seem to be a confusing technology. 34% of consumers surveyed don’t know if they have a QR scanner on their mobile device. However, 18% of all consumers have scanned a QR code representing half of consumers who know they have QR scanners in the first place.

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