Shoppers in South Korea, China and Turkey are the most likely to compare prices in-store on their mobile phones

Shoppers in South Korea, China and Turkey are the most likely to compare prices in-store on their mobile phones

Bricks and mortar shoppers are bringing online price comparison behaviour in-store, a study has found, with men leading this trend.

GfK asked mobile phone users in 23 countries what activities they regularly do on their mobile phones while they are inside a store. The research revealed leading behaviours are comparing prices and contacting a friend or family member for advice (40% each), followed by taking pictures of products that they might buy (36%).

Globally, men outweigh women on using their mobile phone inside a store to compare prices on a regular basis, standing at 42% and 37% respectively. The most active age group is shoppers aged 20-29, with nearly half (49%) saying they regularly do this, followed by those aged 15-19 and 30-39, both at 45%.

Adrian Hobbs, MD of Online Pricing Intelligence at GfK, said: “With significant numbers of shoppers being online whilst they are inside shops, bricks-and-mortar outlets need to respond. 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.”

Looking at individual countries, shoppers in South Korea, China and Turkey are the most likely to compare prices in-store on their mobile phones, with 59, 54 and 53% respectively saying they regularly do this. Shoppers in Ukraine, South Africa and India are least likely to participate in this activity, standing at just 11, 15 and 17% respectively.