While some physical retailers are feeling the threat of m-commerce, a Gallup poll of U.S. consumers in March found that, if anything, mobile technology had actually played a positive role when it came to driving in-person retail shopping.
Among US consumers polled, 22% said that mobile had increased their retail store trips, beating out those who said it decreased by 3 percentage points. But in the end, mobile hadn’t had too much of an influence on the amount of brick-and-mortar shopping by consumers.
Data released in April 2014 by Deloitte broke down the influence of mobile device usage on in-store retail sales. The research found that the use of mobile devices before or during in-store shopping trips influenced or helped to convert approximately $593 billion in US in-store retail sales in 2013 – or 19% of total brick-and-mortar sales – compared with $159 billion in 2012.
