Consumers look to shop smarter with their handsets

SHOPPING HABITS: Men are most likely to use their smartphone rather than talk to a shop assistant.

Consumers are increasingly likely to trust information that they glean from their smartphone rather than from an actual shop assistant when making a purchase. 

This growing trend — according to the Consumer Electronics Association 58% of US consumers with smartphones admit to doing it — is most acute among 25- to 44-year-old men and is most common when the purchase in question is an electronic device.