By Matt Pillar, Integrated Solutions For Retailers magazine
How quickly the opportunity for retailers to leverage mobility has grown. In November of last year, IHL Group and RetailConnections released a comprehensive report on the mobile applications retailers and consumers are adopting to build and enhance the retail customer experience. Their report found that in Q4 2010, fewer than 25% of the U.S. population used a smartphone. Today, analysts agree that by the end of this year, more than 50% of all U.S. cell phone users will be smartphone-equipped. This January, IBM released findings from a survey of more than 30,000 consumers' shopping habits and preferences, reporting that 49% of respondents use two or more technologies to shop — a 36% increase since IBM's last retail study a year prior — and mobile devices account for the fastest-growing of those technologies.