Mobile devices revolutionize shopping

Shopping with a smartphone is no longer a vision of the future. A study shows that.There has never been a more personal device than the smartphone. When leaving the house, who doesn't check that they have not only their wallet but also their smartphone with them? When it comes to shopping trips, the mobile companions can provide many helpful services: 32 percent of German smartphone users, for example, are interested in using their smartphone as a route planner when shopping. 28 percent would use it as a shopping assistant. Likewise, 28 percent can even imagine using their smartphone to pay in stores in the future.Men in particular value product and price comparison optionsFrom the consumer's point of view, the smartphone is particularly useful when shopping for information: almost two-thirds (64 percent) would like to use their device while shopping to compare offers and prices. 43 percent would like to call up product ratings. The study reveals clear gender-specific differences. Men are clearly more interested in comparing products and offers via smartphone than women. And of course, product preferences are also evident: While men are more likely to want to find out about technology and DIY products on the move, information about food and clothing is more important for women.Advertising by local providers via smartphone attractive for every third personAdvertising via the smartphone can also be of interest to users. Consumers are particularly interested in receiving notices about special offers and discounts while shopping in stationary stores. More than 29 percent want to be informed about these via their smartphone. Eighteen percent would be interested in receiving information about current promotions in the store (e.g., theme weeks). One in four would like to be informed when they enter the store. Overall, women are more open to advertising offers via smartphone than men.Skeptical voices of smartphone ownersAs expected, however, the study also reveals consumer concerns about data privacy and advertising spam. Almost two-thirds of smartphone users see risks in data security. Women in particular are more cautious about this. 31 percent said they had an uneasy feeling of being monitored.41 percent of the smartphone owners surveyed said they found it very annoying to receive advertising messages on their smartphones while shopping. This is particularly true of young respondents under 20 years of age and the 50 plus age group.One in two smartphone users surveyed still finds this difficult to get used to or inconvenient in terms of installing the apps required for this or operating the smartphone on site in the store.