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Consumers may be getting more comfortable with mcommerce, but that doesn’t mean in-store retail sales are suffering. In fact, when Gallup polled US consumers in March 2014, it found that, if anything, mobile technology had actually played a positive role when it came to driving in-person retail shopping.
Among US consumers polled, 22% said that mobile had increased their retail store trips, beating out those who said it decreased by 3 percentage points. But in the end, mobile hadn’t had too much of an influence on the amount of brick-and-mortar shopping by consumers.
Data released in April 2014 by Deloitte broke down the influence of mobile device usage on in-store retail sales.
The research found that the use of mobile devices before or during in-store shopping trips influenced or helped to convert approximately $593 billion in US in-store retail sales in 2013—or 19% of total brick-and-mortar sales—compared with $159 billion in 2012.
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