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Marketing Land reports that a new inMarket study indicates that "a minuscule 4 percent of shoppers were using social media in stores," much lower than indicated by a recent study by Euclid Analytics.

The inMarket study says that 55 percent of consumers use smartphones to do research on products while in the store, which was less than the 83 percent reported in a the Euclid study.

The inMarket results, the story says, suggests that retailers would be better served by working with third-party suppliers to develop mobile apps, rather than trying to go it alone, because outside companies have the potential of providing greater reach and, therefore, greater influence.

The story goes on: "There are several explanations for why retailers have struggled to gain adoption for their apps. The simple one is that most retailers’ apps fail to make a compelling case for downloads and continued usage. They fail to offer the convenience and features that consumers want and only the most loyal and frequent shoppers are likely to use them.

"However, a mobile wallet strategy can provide some of the same capabilities as a branded app (e.g., notifications) but in a more lightweight package that’s more likely to be adopted. Indeed, all retailers should have a mobile wallet strategy, to complement their mobile app and web assets."
KC's View:
These samples are never huge, and so I wouldn't necessarily read too much into the differences in the studies' conclusions. Depending on who you talk to, the use of social media can vary wildly ... I can talk to a dozen millennials and find very different usage of social media in any given situation.

For me, research - including price comparisons - in a store is far more important than chatting on social media. Which is why retailers have to get their stories right ... because shoppers can double-check those stories in real-time, and it will influence their purchase decisions.