According to the In-Line Shopping consumer insight report by The Copenhagen Institute for Future Studies and Ericsson ConsumerLab, the increase in the use of mobile applications has a great impact on the shopping behaviour. Results unveil that about 40 percent of smartphone owners make small payments, scan barcodes and download coupons using their devices.
The report also points out the existence of a phenomenon best described as in-line shopping that has emerged as a result of shoppers desire to combine the in-store and online shopping. This means that shoppers want to be able to see, touch and try products, make price comparisons and access extended product information without having to wait in line to make a purchase.
The survey is based on data gathered in the US during 2012.
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