Nielsen: Smartphone shopping behavior varies by store type

NEW YORK — A recent Nielsen survey revealed that in-store behaviors exhibited by U.S. smartphone owners who use their devices while shopping vary by store type.

Nielsen found that such behaviors as mobile couponing (either using or requesting a coupon) were most popular at grocery stores (41% of mobile shoppers reported using coupons there), department stores (41%) and clothing stores (39%), compared with other retail outlets — such as electronic stores, mass merchandisers, office supply stores, convenience stores, furniture stores and dollar stores.

What's more, Nielsen found, smartphone shoppers heavily rely on their devices when reading reviews or scanning a QR code for additional product details. For instance, smartphone owners were more likely to read reviews on their devices while shopping at electronic stores, department stores and mass merchandisers (73%, 43% and 34%, respectively), compared with other store types. Similarly, smartphone owners also were more inclined to scan a QR code for additional product details at electronic stores, department stores and mass merchandisers over other retail outlets (57%, 36% and 31%, respectively).