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Trend: Mobile Shopping "In-Store" Taking Off

Wed Jun 30, 2010 - 2:30 PM EDT - By Annie Latham

According to a eMarketer, mobile shopping from in-store is just beginning to achieve its promise.

Jeffrey Grau, eMarketer senior analyst and author of the new report (Mobile Shopping from In-Store: A Potential Game-Changer ) noted, "Consumers have already demonstrated that they like to research products online before buying them in a store. Until now, researching online and buying in a store have been sequential activities that take place hours, days or even weeks apart. But customers who bring their Web-enabled mobile phones with them into a store can do online research at the point of a purchase decision."

Forrester Research estimated that nearly half of all US retail spending will be influenced by online research this year, and that percentage is set to only increase.

The message to retailers is that they need to get on board, or they may lose sales to businesses like Amazon.


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