NOT AFRAID TO ASK: Men are most likely to call for help when shopping.
Phoning a friend isn't an activity reserved exclusively for those playing Who Wants to be a Millionaire, it is now fast becoming a central element of the retail experience.
According to new date from GfK, which surveyed 25,000 consumers in 23 countries, 40% of shoppers now reach for their handset and call someone for advice when trying to decide what to buy.
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