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41% of Shoppers Have Checked Competitive Prices While in a Retail Store
November 9, 2010
New study is first to look at how consumers are using their phones and how retailers plan to engage them.

Frankin, TN (Businesswire) November 9, 2010 -- More than 56% of current smartphone users are seriously considering an Apple iPhone and 44% an Android device for their next smartphone, according to "Going Mobile," a new study by IHL Group and RetailConnections published today. Both smartphones could nearly double shipshare in the U.S. in the next 12 months. The study also reveals that only 24% of smartphone users surveyed are seriously considering a Blackberry and only 10% a Windows smartphone for their new device. (Note: respondents could choose more than one device they were considering).

The survey of 570 consumers and 66 retailers highlights the way that consumers use their devices for social media and commerce. The study also focused on how retailers are planning to engage consumers before they visit a store and once they are in the store environment.

"The iPhone is quickly replacing the Blackberry in the mindshare of consumers and the executive office for many retailers," says Greg Buzek, President of IHL Group. "The growth in the executive office of retailers and store associates is most striking."

According to the study, only 19% of retailers today support their management reports on iPhone. However, that number is expected to increase to 60% within the next 12 months. iPad adoption is soaring as well, from less than 5% to 47% within a year. Android-based devices will see a strong increase as well, from 14% today to 33% within the next 12 months.

"The iPad ushered in the age of the tablets, and retailers are going to adopt these quickly," adds Buzek. "Retailers have longed for moderately priced handheld devices for their sales associates and store managers to enhance the consumer experience. With the advent of the iPad, we have seen the price drop from $1,500 a device to under $500 in volume. Some retailers are looking for these tablets to eliminate POS locations in their stores altogether."

Other highlights of the study include the following:

* Standalone GPS devices are an endangered species. Sixty-six percent (66%) of all smartphone users have used the GPS application on their phone in the past 12 months.

* 35% of smartphone users have received and/or redeemed a coupon they received via text message.

* 41% of shoppers have checked competitive prices while in a retail store either with Amazon, Red Laser, or another comparison engine.

* 54% of all retailers surveyed indicated that within 12 months they will have the ability to not only deliver coupons electronically to their customer's mobile phone, but also to scan the coupon into the POS directly from the mobile phone's screen.

A summary of the results is available for free at www.ihlservices.com as well as a more detailed version of the study for purchase.

About IHL Group
IHL Group is a global research and advisory firm headquartered in Franklin, Tenn. IHL provides market analysis and business consulting services for retailers and information technology companies that focus on the retail industry. For more information, see www.ihlservices.com, call 615-591-2955 or e-mail ihl@ihlservices.com.

About RetailConnections
RetailConnections creates and hosts innovative peer-to-peer events to bring together an unusually diverse range of retailing companies and senior management executives. RetailConnections' events span a wide variety of formats designed to offer the highest quality opportunities for networking, brainstorming and thought-leadership presentations and discussions.

For press interviews, contact:

Jeff Ketner
Ketner Group Inc.
(512) 794-8876

(C) 2009 IHL Services, Inc. All Rights Reserved.