You know your customers are using smart phones to shop, but did you realize they are using them while they are in your store?

A study conducted in January by Chadwick Martin Bailey and iModerate Research Technologies found that more than half of 1,400 consumers polled reported using their smart phones to assist them with shopping. Of that group, 66 percent of respondents used their smart phones to conduct price comparisons on a product or service and 58 percent used them to find the closest store locations. While 41 percent of those polled said they had made purchases from their smart phones, just 17 percent said that making a purchase was their reason for using a smart phone. The research was reported on eMarketer Digital Intelligence.