Dive Summary:

• 72% of all smartphone owners used their devices this past holiday season and 58% of mobile users in general were inclined to use their mobile device as a shopping tool at least once according to the Pew survey.
• While Pew does not specifically interpret results, the argument stands that 48% of mobile users may have been negatively affected by the information obtained on their devices during their shopping experience.
• The bottom line of the survey illustrates the constant need for companies to have a clear mobile strategy to accommodate the large number of consumers turning to mobile devices for their shopping information and avoid "showrooming."

From the article:

"...Pew found, among smartphone owners, that 72 percent “did at least one of these with their phones this holiday season.” Among the 27 percent who looked up price information in stores, Pew found the following..."