Smartphones shape German purchases

02 May 2011

BERLIN: Increasing numbers of smartphone owners in Germany are utilising these devices on the path to making retail purchases, a study has revealed.

ECC Handel in Zusammenarbeit and Hybris polled 929 people possessing gadgets such as Apple's iPhone and alternatives powered by Google Android.

The results demonstrated 25.4% of participants used handsets to inform the last acquisition they made in a bricks and mortar outlet.

Another 50% had conducted research via the same route before visiting stores, and 35.6% admitted to previously deploying smartphones in some capacity while shopping on the high street.

"More and more companies are expanding their presence to m-commerce offerings," Mark Holenstein, vice president for Central Europe at Hybris, said. "It is fundamental considering that mobile cannot be separated from other channels."

"Rather, all areas - online, print, mobile, POS, customer service - are combining in a way that a seamless cross-channel shopping experience is made possible for customers."

Data sourced from ECC Handel in Zusammenarbeit; additional content by Warc staff