Study says only 8 percent of shoppers use retailer apps. Should they give up?

It’s very well established that consumers use smartphones as shopping assistants in stores. We’re now getting into the nuances of how they use them and how marketers and retailers can be more effective in tapping that in-store usage.

A new survey from inMarket offers some insights and a bit of contradictory data to the growing body of information about in-store smartphone usage. The company examined the mobile shopping behaviors of 2,500 US smartphone owners who used their devices in stores.

Conducted between July and September, the study’s primary finding is that the most common in-store smartphone use case is shopping-related research (55 percent). No surprise there. What follows is “messaging unrelated to shopping” and “listening to music.”

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