NEW YORK (MainStreet) — Americans are shopping smarter.
According to a new poll from Harris Interactive, consumers are using their mobile phones to look at price comparison sites, check pricing on other stores’ websites and search for online coupons while shopping in bricks-and-mortar locations.
The strategy ranges in popularity, depending on product category, with 5% to 20% of consumers using their smartphone to find deals on clothing, electronics, home décor and jewelry this holiday shopping season.
Harris says it’s also seeing social media sites, including company Facebook pages, personal Facebook pages, Twitter and blogs, increasingly incorporated in shopping activities, with from 2% to 10% of consumers utilizing at least one of these resources either prior to shopping or while they are at the store.
The poll was conducted online between Nov. 7 and 10, 2011 and included 2,499 adults nationwide.
Perhaps less surprising, Harris found that Americans are also utilizing Internet resources before they start their shopping, such as scouring company websites and using search engines to compare prices and score deals. This is especially true for the personal electronics and home electronics categories, where 41% and 50% of consumers, respectfully, rely on technology before they make their purchases.
Americans’ evolving shopping habits are likely to lead to changes in bricks-and-mortar stores. Check out what to expect from the “retail store of the future” in this MainStreet article!
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