Of consumers surveyed in the latest report by JiWire, 42 percent prefer to research retail products on smartphones and tablets rather than laptops, while 45 percent prefer to purchase in-store. Consumer engagement with retail advertisements increases 42 percent within a two mile radius of the store's location compared to advertisements inside the store. Out of all of the commercial venues where people use their mobile devices, retail stores are the most common with 31 percent of all mobile usage. For the first time, smartphones replace laptops as the top device for connecting to public Wi-Fi. Multi-device usage is becoming the norm as people alternate between their laptops, smartphones and tablets for various computing activities. Consumers who research on tablets and laptops buy on the respective device rather than in-store. Smartphone researchers purchase equally as often from their device as they do in-store. Showrooming is still a risk for retailers as 37 percent of consumers report purchasing on a smartphone or tablet after researching in-store.
Consumers are increasingly using their mobile devices to research items within the retail vertical prior to arrival at a store. However, once inside the store, mobile device usage has continued to increase, showing that the retail shopping experience is being changed throughout the path of purchase. For example: 80 percent of shoppers use their mobile device in-store to enhance their shopping experience, a 25 percent increase from 2012, 39 percent of consumers use their mobile device while in-store to search for product reviews, while 35 percent of shoppers search for coupons. The number of consumers who purchase from their mobile device rather than in-store has increased 92 percent since the first quarter of 2012.
Mobile devices usage continues to grow within the public Wi-Fi environment. For the first time, smartphones have surpassed laptops as the primary Wi-Fi device, representing 40 percent of all connections compared to 36 percent for laptops. Smartphones and tablets increased from 52 percent to 64 percent of total Wi-Fi connections year-over-year, a 23 percent lift. The Samsung Galaxy S III is among the top three most popular Wi-Fi mobile devices, above the iPod Touch for the first time, with over a 21 percent increase in market share. This research is a result of a survey of more than 1,300 randomly selected customers from across JiWire's combined Wi-Fi and mobile advertising platform.
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