Over what fraction of consumers use mobile apps when shopping in-store?

• A. One quarter
• B. One half
• C. Three quarters
• D. All

Answer: (B)

Knowing how many shoppers use mobile apps while in-store helps advertisers plan campaigns that engage shoppers at the moment of purchase. About half of consumers use mobile apps when shopping in-store. This reflects common behaviors like checking prices, reading reviews, using loyalty programs, or scanning product details on their phones while browsing. Because roughly 50% of shoppers use apps in these moments, campaigns can be designed to reach people who are in-store or using apps, and to optimize app install and in-store conversion strategies. The other options—25%, 75%, or all—don't fit typical shopping behavior: 25% would understate in-store app use, 75% would overstate it, and 100% would imply everyone uses apps in-store, which isn’t accurate.