Consumers used mobiles for product reviews and advise from friends in run-up to Christmas.
Almost six in ten mobile phone owners made use of their device while in-store in the run-up to Christmas, a survey from Pew Internet has revealed.
The survey’s findings show that in the final weeks of the year 46 per cent of mobile owners used their phone in-store to call a friend or family member for purchase advice.
Elsewhere, 28 per cent of mobile owners made use of their phone in-store to look up reviews, while 27 per cent used their phone to compare product prices.
Overall, the survey found that 58 per cent of mobile users used their phone for at least one of the above reasons.
In-store mobile usage was most prevalent among 18-29 year-olds, with 78 per cent using their phone for at least one of the aforementioned reasons during the Christmas period.
Meanwhile, the 46 per cent of users who called someone for advice represent a significant increase on the previous year’s figures, when only 38 per cent did so.