![Shoppers' Top In-Store Mobile App Activities, April 2014 [CHART]](http://www.emarketer.com/images/chart_gifs/177001-178000/177035.gif "Chart - Shoppers' Top In-Store Mobile App Activities")
Considering that April 2014 research by CFI Group found that price-related activities were the top reasons for mobile shopping app usage while in brick-and-mortars, if retailers can ease privacy concerns, they stand a good chance at driving higher mobile in-store tracking opt-in rates. Nearly half of respondents used apps in-store to check other retailer prices—an issue that retailers could combat if they knew when and where to serve relevant, real-time info and offers. Fully 45% of respondents said they used apps for coupons and discount offers, and 38% accessed them to manage coupons. Read the rest at eMarketer.
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