Social-Media, Mobile Shopping Becoming the Norm, p.2

Smartphone shoppers are also avidly sharing their location with friends, family and retailers. In particular, 33% of smartphone owners say they have shared their location with retailers. And location-based services, such as Groupon Now!, FourSquare and Facebook, are effectively helping retailers instantly reach new and existing customers by targeting special offers, discounts and coupons to their mobile devices once they’ve “checked-in.”

“For retailers, the possibilities are endless when it comes to enticing smartphone owners who may be within a few feet of their store or even already in the store, thanks to technology that lets shoppers who want to hear from retailers instantly interact with them,” said Jennifer Vlahavas, senior director at comScore. "And while check-in and store-location functionality are already gaining popularity, retailers have only just scratched the surface of using location data to better serve their customers. In-store shopping maps and customized shopping lists are a few of the possibilities that will cater to the consumer."

Additional details from the study include:

More than 1,500 online U.S. consumers participated in the survey in March; representative U.S. online adult-consumer demographics were sought.