A recent study stated that using a mobile phone during shopping, hikes up the shopping bills by 41% on an average. The research conducted by University of Bath, found that people spending time on their phones browsing through messages and social media, end up shopping at a slower pace and wander around in more aisles that required, resulting into picking up more items.
Previously, many bricks-and-mortar retailers have regarded shoppers’ smartphones as a distraction – or worse. They worried that customers who paid attention to their phones spent less time looking at enticing product displays in the store, or might use their phones to search for better deals online. However the research gave a reverse result. Whether it’s to make a call, send a text message, check social media or browse holiday destinations, the shoppers’ minds are forced to switch their very limited attention capacity from the shopping task to the phone.
As attention is distracted, the way shoppers behave in the store drastically changes. They suddenly walk more slowly and in unpredictable patterns, wandering along the aisles. Shoppers in one study added 45pc more items to their basket while using a phone, while those taking part in a second study added 58pc more.
Next time you go shopping, make sure you keep your phone in your bag and carry a list of the items you need, making it convenient for you.