Only 37% of 18-24 year olds use their smartphones to compare prices in store, according to a new report.
However, the older generation - or ‘baby boomers’ - are the surprise age group, with 50% of smartphone users aged 55-59 admitting they search the web for bargains while in-store.
The activity, known as 'showrooming' involves researching products in-store and then purchasing online elsewhere.
In the Omnico survey of 2,007 UK adults, nearly half (47%) of smartphone users said they now use their smartphones to compare prices on other retailers’ websites while out shopping.
The Generation Y “Millennials”, born between 1980 and the 2000s, also displayed a striking dispensation towards loyalty programmes such as vouchers or mobile loyalty schemes.
A third (29%) of 18-24 year olds admitted that such schemes make them more likely to give their custom to a retailer. This trend decreases as the population ages, before rising again to 25% amongst 55-59 year old smartphone users, an all-round savvy shopping generation.
"People may be surprised to see the smartphone generation as less savvy than their parents and grandparents when it comes to shopping for offers whilst on the go,” said Steve Thomas, chief technology officer of Omnico Group.
“Instead, we’re seeing younger people being drawn in by mobile loyalty schemes, rather than offers."
"This gives brands a golden opportunity to target Generation Y with mobile marketing and intuitive mobile apps and offers, in order to secure brand ambassadors and sustainable customer loyalty in the future.
© 2014 - European Supermarket Magazine
