Source: GfK [pdf]
Notes: 40% of mobile phone users surveyed across 23 countries claim to regularly compare prices while in-store, according to a GfK survey, with this activity slightly more prevalent among men (42%) than women (37%). Among age groups, 20-29-year-olds are the most likely (49%) to report regularly comparing prices using their mobile phones, with the 15-19 and 30-39 age brackets not far behind, each at 45%. Within the US, 37% of respondents claimed to compare prices in-store, slightly behind the global average. Other mobile in-store activities reported by at least one-quarter of respondents included contacting friends or family for advice (40%), taking pictures of products (36%), taking pictures of ads (29%), scanning barcodes or QR codes (28%). More than 1 in 5 claimed to regularly buy products through an app (23%) or website (22%) while in-store.
About the Data: For its survey, GfK interviewed more than 25,000 mobile phone users aged 15 or older in 23 countries either online or face-to-face in summer 2014. The countries included are Argentina, Australia, Belgium, Brazil, Canada, China, France, Germany, India, Indonesia, Italy, Japan, Mexico, Poland, Russia, South Africa, South Korea, Spain, Sweden, Turkey, UK, Ukraine and USA.