Great analysis from e-consultancy regarding customers using mobiles/smartphones as they shop in stores:

- An iModerate survey found that more than half of smartphone owners are using the internet in stores, with price comparison, checking store locations, and hunting for discounts the most common reasons.
- Our Mobile Planet data sees 24% of UK smartphone owners taking their phones shopping with them in order to compare prices and inform themselves about products.
- A Toluna/Econsultancy survey from May last year found that 19% of 2,000 online respondents had used their mobiles to compare prices and look at product reviews while out shopping.

Customers with mobiles are using them to conduct price comparison & reviews at the point of sale.

The article suggests counter-measures: don't block access, use reviews at the point of sale & create a mobile app.