At least 1 out of every 4 Americans owns a smartphone and this number is only going up. Half of all Americans will likely have a smartphone by Dec. 2011 and the development is greatly changing the way that individuals shop and interact with retailers. Market research has identified a group known as mobile shopping warriors…in other words “hyper-connected individuals” who will account for 28 percent of The National Retail Federation’s consumer projections for holiday shopping. This means that over $125 million in purchases will be completed via mobile devices.
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