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. Additionally, the report Back to basics: What European shoppers really want from the store experience, explores the desires of the European retail consumer in a crowded market.

Based on a November 2025 survey of 1,000+ consumers across the UK, France, Germany, and the Netherlands, these reports explore 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.

These reports also examine 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 both full reports to discover how forward-thinking retailers are leveraging these digital behaviours to create more informed, streamlined, and frictionless store visits.