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.
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