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Using your mobile phone during a supermarket run could be pushing up your shopping bills by an average of 41 per cent.
Shoppers who use their phones to check messages, skim social media and take calls while browsing move slower than those who keep their phone in their pocket.
Aisles - Products - Spent - Phone - Checkout
They also walk down more aisles and come across extra products — with each second spent on their phone equating to an estimated extra 20–40p at checkout.
These shopping habits were examined by researchers from the University of Bath, the Stockholm School of Economics, Babson College in Massachusetts and the University of Tennessee.
Study - Shoppers - Cent - Items - Basket
In one study, shoppers added 45 per cent more items to their basket while using a phone, while those taking part in a second study added 58 per cent more.
In the studies, shoppers wore eye-tracking glasses that recorded their visual fields and where they looked while they browsed a store.
Researchers - Time - Shop - Number - Times
Researchers measured the time they spent in the shop, the number of times they 'fixated' on a product or price, how they moved around the store, how much they ultimately spent and whether they used a mobile phone and, if so, for how long.
Results showed that mobile phone use increases both the total time spent in the shop and the attention shoppers gave to shelves, resulting in more purchases.
Phone - People - Shopping - Lists - 'autopilot
This is thought to be because using a phone distracts people from their shopping lists and the so-called 'autopilot shop', a process in which consumers take a routine path to their regularly-purchased items.
Looking at more products instead may jog shopper's memory about items they have run out of, or simply inspire them to make extra purchases.
'Retailers - Shoppers - Mobiles - Money - Reverse
'Retailers have tended to worry that when shoppers use their mobiles it's distracting them from spending money, so we were amazed to find completely the reverse effect,' said retail marketing...
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