The majority of mobile users compare prices via their devices when in a physical store, a new study has revealed.

The ‘Going Mobile’ survey, conducted by user experience design agency Foolproof, shows that 58% of smartphone users use it to compare prices, as online and in-store shopping converges.

Retailers with a customer-centric vision for mobile, including QR codes and contactless payments look set to benefit by offering content, offers and incentives for shoppers at point-of-sale.

However these increased opportunities will be hard-earned. The study showed that 47% of mobile users will stop dealing with a brand as a result of a mobile app or service being below par.

Foolproof head of practice & insight Caroline Ahmed: “Mobile devices are changing how consumers think, feel and act. From shopping and banking to gaming, media and entertainment, mobile is creating valuable opportunities to engage with consumers in new ways, at new times, and in new places.

“But we now know that customer engagement with a mobile platform is fragile. Retailers should be mindful that they may only have one chance to get it right with mobile users, before they default to better-performing competitors.”

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