More are more consumers are using their mobiles for 'showrooming', checking prices and product information while shopping in stores.
According to JiWire's Mobile Audience Insights Report for Q2 2013, there has been a 25% increase in the use of mobiles in retail stores, which has significant implications for retailers.
The report also looks at the use of wi-fi by smartphone users, finding that more and more are online via public wi-fi.
Where are people using mobiles?
Of the commercial venues where people use mobiles, 31% are retail locations, with the most popular being clothing stores (28%), convenience stores (18%) and speciality stores (12%).
Increase in showrooming habits
JiWire's stats show that more and more consumers are using their mobiles in store, a 25% rise from Q1 2012.
The main in-store mobile activities are comparison shopping (59%), looking for coupons (48%) and searching for product reviews (47%).