Smartphone usage while shopping in-store is now the norm. January 2014 polling by Thrive Analytics and the Local Search Association found that the majority of US smartphone users in each age demographic studied used their phones at least sometimes while shopping in brick-and-mortar stores—and few felt guilty about it.
Unsurprisingly, the highest usage levels were among respondents in the youngest age group, 18- to 29-year-olds, with nearly all saying they took out their smartphones while in-store. Still, even around seven in 10 of those ages 54 and older had done so.
Smartphones are also playing a role in whether consumers step up to the cash register. In the survey, nearly two-thirds of Gen Xers and Yers said they had decided not to make an in-store purchase based on information they found via smartphone.