Internet Access Is Hindering In-Store Apps

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There is an obvious but often overlooked reason why in-store apps don’t always work: internet access. According to a new Deloitte consumer survey, 37 per cent of smartphone-equipped shoppers have tried to use their phones in store but were thwarted by lack of internet connectivity.  

These results are not surprising; cavernous malls can often be dead zones for phones, and people who are bullish on shopping/location-based apps should keep that in mind. That being said, we wouldn’t want to make too much of it: Wireless connectivity is only going to improve. More significant, in our opinion, is that 50 per cent of smartphone owners will use their phones in-store to assist in shopping, and the number has been growing. 

In other words, available evidence suggests shopping/location-based apps are still early in the “hype cycle” but the underlying trend is still real and big.

Click here to see what retail customers are actually doing with their smartphones →

Deloitte Shopping Survey

Photo: Deloitte

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