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Over 25% of US CE shoppers use mobile commerce apps in-store

More than 25 percent of CE buyers in US broadband households use mobile commerce apps on their smartphone to help with an in-store purchase decision, including functions such as product research, barcode scanning, and interaction with a retailer or brand app, according to a new study from Parks Associates. Parks Associates' research reveals that 43 percent of US smartphone users purchased a good via their device in the last month. However, consumers, especially shoppers at Walmart, Target and Best Buy, are starting to use their smartphones while shopping in stores. Walmart in particular encourages in-store shoppers to use its app, but Parks Associates reports that currently Target shoppers are more likely than Walmart shoppers to use mobile commerce apps when shopping at any store for a CE product. The research shows that 54 percent of Target shoppers used at least one mobile commerce app while shopping in a store for CE, while only 38 percent of Walmart shoppers did the same.

From the article, "Over 25% of US CE shoppers use mobile commerce apps in-store."

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