BRP’s findings indicate that smartphones continue to evolve as a shopping platform and personalization engine, in addition to their role for voice calls, text, gaming, media consumption and social media usage. Consumers are growing to expect a frictionless “bricks and clicks” shopping experience without disruptions among individual channels or locations. Smartphones have become a key part of the shopping journey for many U.S. consumers, with 34% saying they use their phone to compare prices while in store and 28% looking for coupons, BRP found.
