![Consumers' In-Store Mobile Activities [CHART]](https://trends.e-strategyblog.com/wp-content/uploads/2016/06/PwC-Consumers-In-Store-Mobile-Activities-Mar2016.png "Chart - Consumers' In-Store Mobile Activities")
Mobile devices and other digital technologies continue to have a growing impact on retail, including in-store shopping, according to a series of recent studies. In fact, digital’s influence on US in-store sales appears to be particularly large relative to other mature markets.
A new report [PDF] from Deloitte examines digital’s influence on in-store sales across 9 countries, building on its prior report that analyzed the US only. With digital influencing 49% of its in-store sales and mobile influencing 28% of its in-store sales, the US leads in digital influence among the 6 mature markets studied. By comparison, for example, digital influences 28% of in-store sales in the UK, with mobile influencing 16%, an interesting finding given other research showing that e-commerce’s share of total retail sales is highest in the UK. Read the rest at MarketingCharts.com.
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