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Google’s new study has thrown up surprising facts which reveal that consumers use smartphones to make buying decision when they are actually inside a store. Google’s Mobile In-Store Research studied consumer behavior whilst shopping, which revealed that 82% of smartphone users used their mobiles to help them shop while they were in a store.

The study also revealed that their mobile usage in the store began with search instead of using any shopping apps or visiting specific online brand or retail stores. 82% of smartphone users actually used mobile search to make buying decisions.

Studies conducted by the Local Search Association have also shown that local search without the use of PCs has increased by more than 4 times during 2012. Other studies by xAd and Telmetrics revealed that 46% of users had exclusively used mobile for research.

Here are some more facts extracted from Google’s study of smartphone users.

    • Of all smartphone users that used their devices to shop in a store, 97% used it to find Appliances, 89% for Grocery, 87% for Baby Care and Electronics, 86% for Household Care, 81% for Health & Beauty, 80% for Apparel, and 71% for Pet Care.
    • 1 out of 3 shoppers actually used their smartphones inside a store to get information rather than asking employees of that store.
    • 53% of in-store smartphone shoppers used their devices to make comparisons in price, 39% to find promotional offers, 36% to find location or directions, and 35% to know about store timings.
    • Out of those customers that used search as their in-store resource, 73% used search engines to find where products are sold, 72% to make comparisons in price, and 63% to find promotional offers.

The above data should open the eyes of most advertisers, marketers, and even brick-and-mortar store owners that may have discounted the use of mobiles and mobile search by smartphone users.

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