Successful retailers will take notice of the trend. A recent report showed 55 percent of all retail-related Internet time originated on smartphones and tablet devices, outpacing desktops at 45 percent.
“Since U.S. consumers now spend more than half of their time on retailers' websites using their smartphones and tablets, mobile can't be viewed simply as an ancillary device or action. It now epitomizes how consumers think and act when they interact with retailers,” said Vicki Cantrell, executive director of Shop.org, a division of the National Retail Federation. Shop.org on Tuesday released results of the study, which was conducted by comScore and The Partnering Group.
Nearly 60 percent of smartphone users visited a company's site or app while in the store, the survey found.
The top reason was to check price differences; others uses were to search for an online discount, take a picture of a product, locate a store and look up product availability.
Mobile commerce represents a small but growing percentage of e-commerce and as Pita Pit and Homeland demonstrate, is blurring the line between online and brick-and-mortar shopping.
“Retailers must adapt to this new landscape if they are to succeed,” said Lynee Alves, director of retail solutions at comScore.