A recent Motorola Enterprise Mobility Solutions annual research study of holiday shoppers identified that more than half (51 percent) of consumers across 11 countries used their mobile phones for in-store activities such as comparison shopping and getting peer feedback, product information and coupons.

Motorola’s analysts think it signals the increasing importance for retailers to adopt mobile shopper technology strategies to remain competitive.

According to the study, the usage and impact of mobile shopping technologies exploded during the 2009 holiday shopping season. The survey identified that 64 percent of Gen Y (age 18 to 34) shoppers used their mobile phones for in-store shopping-related activities during the holiday season.

“Retailers, financial service institutions, advertisers and technology vendors are taking advantage of mobile platforms to attract this increasingly technologically savvy generation of shoppers,” says Motorola.

The company also says all surveyed age-segments cited interest in next-generation retail technologies, 2demonstrating the growing consumer demand for real-time information to make better informed shopping decisions.”

The research shows that when in-store associates were equipped with mobile technologies, such as two-way radios and handheld mobile computers, surveyed shoppers reported a better experience due to the use of the devices (59 percent and 56 percent respectively).

Frank Riso, senior director of retail solutions, Motorola Enterprise Mobility Solutions, said, “By utilizing mobile technologies, consumers have become empowered, better informed and more critical shoppers. Retailers need to establish near-term strategies to provide product information, stock availability, discounts and coupons directly to shoppers to help them to remain competitive.”

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