62 per cent of those browsing the web from a mobile are looking at competitor offers.
The latest eCustomerServiceIndex study from eDigitalResearch and IMRG lifted the lid on the staggering slipperiness of consumers thanks to the mobile web.
It found one in four consumers have accessed the internet from their smartphones while out shopping.
Among them, a staggering 62 per cent of these have accessed a mobile retail site whilst in the store of another retailer.
Of these, 71 per cent did so to see if they could get something cheaper.
Another 14 per cent did so to read customer reviews, whilst just four per cent said they were looking at other retailers’ sites for a similar product.
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This is simultaneously terrifying and exciting for bricks and mortar retailers.
This is because 40 per cent of browsers went on the make a purchase - they're in the mood to buy. The question is, where from?
Derek Eccleston, Research Director at eDigitalResearch, said: “Mobile is increasing becoming the cement between stores and websites. If retailers want to drive their mobile strategies forward with mobile sites, shopping apps and localised deals, then it is important that they offer customers to ability to connect.
"As John Lewis rolls out free wifi across all of its stores, and as Tesco continues to trial the idea, a quarter of consumers are telling us that they would use their mobiles more whilst they shop if free wifi was more readily available, highlighting the importance for retailers to consider the possibility and the potential an in store internet connection could offer them”.
The results also says 55 per cent of users have seen a QR code whilst out shopping, but just 46 per cent know how to use them. A third of them have actually scanned one.
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