Dive Brief:

• Four in ten shoppers globally use smartphones to compare prices while in a store, according to a study by market research firm GfK. But they’re up to other things, too.

• Another four in ten shoppers are also getting in touch with someone for advice on possible purchases, and more than a third are taking pictures of things they’re considering.

• Younger shoppers all over the world are more likely to use their phones to help them shop in store: Almost half (49%) of younger shoppers (ages 20 to 29) worldwide compare prices with their phones, and the same percentage also calls someone for advice.

Dive Insight:

Brick-and-mortar retailers should know that their customers are shopping not just in their aisles or browsing their shelves, but also on the phone. The phone is enabling showrooming to happen immediately right in the store. It’s a challenge, but retailers can work with these phenomena, says GfK managing director of online pricing intelligence Adrian Hobbs.

“With significant numbers of shoppers being online whilst they are inside shops, bricks-and-mortar outlets need to respond,” Hobbs says. “Having a close and real-time eye on the pricing of online competitors and reacting quickly are now key success factors for physical retailers, as well as online ones. This is especially true for retailers in regions such as Asia and South America, as consumers here are most active in using their mobiles while in a store.”