More consumers may be happy to engage with internet marketing services through their mobile phones while on the high street, it has been claimed.
The Interactive Media in Retailing Group (IMRG) stated that customers are using their internet connection when out and about for purposes such as giving feedback and checking they are getting the best deal.
Research by the organisation showed that a quarter of individuals have used a barcode scanner on a product in-store to see if they can find it cheaper online.
It suggested shoppers are embracing technology and now expect a "seamless" experience from brands across all channels.
Managing director of the IMRG David Smith said: "Developments in mobile-commerce have led to the phenomenon of the ever-connected consumer, who can access multiple retailer channels concurrently, while instantly comparing and contrasting with similar offerings on competitor sites."
It was recently suggested by Gartner that the use of mobile apps would continue to see large growth, with 17.7 billion downloaded by the end of 2011.
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