“Extreme” Shoppers Use Mobiles Throughout Purchase Process

Among consumers with a smartphone or tablet, 50 percent used a mobile device to compare prices while shopping, 44 percent looked for a coupon, 33 percent  "liked” a retailer on Facebook, and 17 percent bought a product using an app, a new study by GfK shows.

In addition, nearly one-fourth of mobile-enabled shoppers have used brick-and-mortar stores for "showrooming,” checking out a product in person, and then purchasing it online.

Younger adults – ages 18 to 34 – are the primary drivers of these mobile shopping behaviors; these consumers are more than three times as likely to report using a smartphone or tablet for shopping (34 percent compared to 10 percent), compared to those ages 50 to 64.