Smartphones Impacting Consumer Shopping Habits: IDC
Nearly 70 percent say a smartphone is a critical tool that allows them to have a better shopping experience, the IDC report found.The smartphone is enabling shoppers to be more informed and more confident in their shopping decisions, as many consumers reach out to their trusted social networks while shopping, according to a report from IT research firm International Data Corporation (IDC). Survey respondents indicated the smartphone is transforming the shopping experience. Of those surveyed, 69 percent agree with the idea that the smartphone is a critical tool that allows them to have a better shopping experience, compared to only 12 percent who disagree. Additionally, seven in 10 agreed with the statement, "I plan to use my smartphone more to help my shopping experience in the coming year," compared to only 11 percent of respondents who disagree. "The smartphone is at the center of our lives, with most of us unable to be without it for even a couple of hours,” Allan Fromen, vice president and consulting partner for IDC's global Buyer Behavior Practice, said in a statement. "By combining the insights from both the survey and mobile behavioral data, it is clear that, for a significant number of us, the smartphone is now also a critical shopping tool, our own personal concierge to help us shop intelligently."
Seventy percent of respondents said they check prices using their smartphones, and half said they check reviews from their smartphones. One in five survey respondents bought from a competitor while they were shopping in a retail store this holiday season.