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Shoppers use smartphones to locate brick & mortar stores

By Ben Ames | November 30, 2015 | 7:07 PM

Americans have put down their turkey drumsticks and picked up their smartphones, which means the 2015 holiday shopping season has begun in earnest. But a new survey shows that only four in ten shoppers use their phones to actually make purchases.

To be sure, the smartphone is an indispensable commercial tool, with 78 percent of American consumers planning to use their phones while doing their holiday shopping, up from 72 percent in 2014, according to Deloitte’s 2015 Holiday Survey.

But only 41 percent of survey respondents said they used these powerful pocket computers to make a purchase online.

By far the most popular way that survey respondents used their smartphones while holiday shopping was simply getting store locations (60 percent) to help them visit brick-and-mortar shops.

The next most common uses included: compare prices (55 percent), browse online (50 percent), read reviews (46 percent), get product information (45 percent), get/use coupons (45 percent), check product availability (43 percent), access social networks (39 percent), and scan barcodes to get information (27 percent).

No one can dispute that e-commerce is a fast-growing trend with big implications for fulfillment strategies and distribution center operations, but the results show that brick and mortar retailing is here to stay.

The poll of 4,009 consumers was commissioned by Deloitte and conducted online by an independent research company between September 11–22, 2015. To see the complete survey, visit http://www2.deloitte.com/content/dam/Deloitte/us/Documents/consumer-business/us-2015-holiday-survey-results.pdf

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