How Are Female Shoppers Using Their Smartphones In-Store? - eMarketer
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How Are Female Shoppers Using Their Smartphones In-Store?

Nearly three-quarters said they used their device while shopping to investigate prices

June 21, 2016 | Retail & Ecommerce | Demographics

Consumers are increasingly turning to their mobile devices while they shop, whether to research products or see what other choices are out there. According to February 2016 research, a majority of US female beauty buyers use their device in-store to browse user reviews and look for the best price.

Reasons that US Female Beauty Buyers Use Their Mobile Phone While Shopping In-Store, Feb 2016 (% of respondents)

Data from Facebook IQ revealed that more than three-quarters (79%) of US female beauty buyers used their mobile phone while shopping in-store to browse user reviews. Nearly three-quarters also said they used their device while shopping to investigate prices.

Furthermore, more than half of respondents said they use their mobile phone in-store to examine a range of color choices. Another reasons female beauty buyers used their phone while shopping was because they wanted more detailed product descriptions.

Ways in Which US Smartphone Users Used Their Smartphone During the Path to Purchase, April 2015 (% of respondents)

Female beauty buyers are not the only ones using their device in-store; many consumers do. Indeed, mobile is greatly affecting the traditional path to purchase. April 2015 research from Google and TNS looked at the different ways in which US smartphone users used their device during the path to purchase.

Almost half of respondents said they use their mobile phone in-store to examine a range of color choices. Another reasons female beauty buyers used their phone while shopping was because they wanted more detailed product descriptions.

Female beauty buyers are not the only ones using their device in-store; many consumers do. Indeed, mobile is greatly affecting the traditional path to purchase. April 2015 research from Google and TNS looked at the different ways in which US smartphone users used their device during the path to purchase.

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