More than half (51%) of holiday shoppers across 11 countries used their mobile phones for in-store activities such as comparison shopping, getting peer feedback, product information and coupons, according to a new study by Motorola.

The survey found 64 percent of GenY (age 18 to 34) shoppers used their mobile phones for in-store shopping-related activities during the holiday season. In addition, all surveyed age-segments cited interest in next-generation retail technologies to make better-informed decisions. When in-store employees used mobile technologies, such as two-way radios and handheld mobile computers, shoppers reported a better experience due to the use of the devices ((59 percent and 56 percent respectively).

"With nearly seven in 10 surveyed holiday shoppers either reporting flat or declining budgets, retailers vying for finite shopper dollars need to provide a seamless customer experience," said Frank Riso, senior director of retail solutions, Motorola Enterprise Mobility Solutions.

"By utilizing mobile technologies, consumers have become empowered, better informed and more critical shoppers. Retailers need to establish near-term strategies to provide product information, stock availability, discounts and coupons directly to shoppers to help them to remain competitive."

Because of the economy, shoppers were after more coupons and discounts in 2009 with 39 percent willing to abandon purchases if coupons and discounts were unavailable.

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