More Shoppers Researching With Mobile Phones

More consumers are using mobile devices when shopping, said a
new GfK Roper Poll, conducted on behalf of interactive marketing company
SapientNitro.

The poll found that three in 10 Americans currently use a
smartphone, such as an iPhone or BlackBerry.

Among consumers with those devices, 30 percent said that,
while shopping, they used their phones to try to find better deals elsewhere.
And 40 percent used their phones to compare prices.

About one in three (35 percent) looked for discounts, deals,
coupons, or discount codes on their mobile phones, or checked product
availability at retail stores or websites.

“Portability is transforming the way that people
shop,” said Chris Davey, worldwide head of commerce at SapientNitro, in a statement.
“This has a major impact not only on the way that consumers shop but also
on the way that retailers need to market to consumers this holiday
season.”