Dive Brief:

• Research from the Consumers Electronics Association has shown that 58% of consumers would rather look up information on mobile devices than talk to an in-store employee. 
• The majority of consumers—nearly two-thirds—also trust info researched from mobile devices more than in-store displays or sales literature. 
• Electronics retailers especially should pay attention to mobile: 60% of mobile shoppers used devices for assistance while shopping in an electronics store. 

Dive Insight:

Yet another study that shows retailer marketers have to pay attention to mobile, especially when it comes to app building. It's now apparent that the face of customer service is changing, so this can be a huge opportunity for retail marketers. Since customers would now rather refer to their mobile devices, marketers should start leverage their mobile and app presence to give them exactly what they might need for an in-store experience.