Plugged-In Shoppers: How Digital Behaviours are Shaping the Store

New research from Insider Trends, Fern Insights, and Jumpmind reveals that 53% of European shoppers now use their smartphones to enhance their in-store experience.

Based on a November 2025 survey of 1,000+ consumers across the UK, France, Germany, and the Netherlands, this report explores how mobile connectivity is fundamentally redesigning the customer journey. While younger generations are almost guaranteed to be “plugged in” while they shop, all age groups are increasingly turning to digital tools for tasks like mobile payments, loyalty access, and price comparisons.

This report also examines the rapid adoption of self-checkout technology—already used by 61% of respondents outside of grocery settings—and the emerging role of AI chatbots in helping customers self-serve.

Download the full report to discover how forward-thinking retailers are leveraging these digital behaviours to create more informed, streamlined, and frictionless store visits.

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