Mobile In-Store Research Frequency Seen Increasing Alongside Price Point

While this may represent a case of research supporting intuition, a new study [pdf] from Columbia Business School and AIMIA finds that, generally speaking, the higher the product’s price point, the more likely that “M-Shoppers” (consumers using mobile devices while in retail stores to assist in their shopping decision) will conduct information research while in-store. Roughly one-quarter of M-shoppers in the US and Canada said they almost always conduct such searches on products priced at less than $100, that figure rose to 58% for products priced at $500 and more. (more…)