Smartphones are changing our shopping behaviour. According to Nielsen, the most popular mobile shopping activity is comparing prices online while shopping in-store. An additional 22 percent of mobile shoppers have used their phone to make a purchase.
Smartphones can be a headache for brick-and-mortar retailers because they bring ecommerce competition directly into their stores. Mobile is affecting every step of the shopping process and the result is a more empowered consumers with greater access to info than ever before.
