04/09/2026
A new report from PYMNTS highlights that shoppers increasingly use mobile phones inside physical stores to make faster, more confident choices instead of simply chasing discounts.
The numbers show 42% of shoppers now use a phone while shopping in-store (up from only 30% in January 2024). The phone has become a pocket-sized sales associate, helping people answer practical questions before they put an item in the cart. More than a quarter (26%) of consumers used their phones in-store for reading product reviews and for comparing prices–with both activities showing significant growth since 2024.
In combination with increasing “mobile-first” preference for making retail purchases, consumers depend on not just the convenience that mobile apps and wallets offer, but also an inherent sense of trust. As bad actors use new tools and techniques to target mobile transactions, developers need to ensure consumer trust is well-placed with best-of-breed mobile app security.
America’s phone-carrying shopper is becoming less of a bargain hunter and more of an in-aisle decision maker. That shift stands out in PYMNTS