For UK smartphone owners, their phone has become an important shopping medium. In October 2012, 44 percent of UK smartphone owners performed at least one shopping activity whilst they were in a physical retail store.
The most popular in-store shopping activity for these smartphone owners was taking a picture of a product (42.3 percent). In second place with 36.9 percent was texting or calling friends/family about a product, followed by sending a picture of a product with 21.6 percent. It is interesting to note that 5.8 percent of these UK smartphone owners that use their phone for shopping activities, have also purchased online goods or services whilst in the store.