How people use their phones to augment their shopping experience remains very much of a mystery.

In a June report, analytics firm Euclid mapped out the differences in which male and female shoppers use their phones while shopping, and the results shed light on how certain retailers could shape their omnichannel strategies based on gender demographics.

By surveying more than 1,500 American consumers, Euclid found that women tend to use their phones more than men during their tenure inside stores. Fifty-seven percent of the surveyed women would call, email or text someone while shopping, versus 47% of men. Women are also more likely to check for email promotions and seek the advice of their friends, whereas men tend toward a "get in, get out" mode.

But men are more likely to use their phone for one particular reason: to Google their potential purchases. More than 40% of men say they will use their phones for online research, compared to 37% of the women.

The survey also provided some good news for bricks-and-mortar retail: The majority of respondents said they shop in stores in order to try on clothes and receive personalized recommendations, and 40% of each group said they enjoy in-store-only promotions.

Men are more likely than women to interact with, and seek the help of, a sales associate: 74% of men vs. 65% of women. About 60% of both groups like stores if they are in a convenient location, and about a third like the idea of having a rest area that serves refreshments.

"In short, many shoppers indicate they want to use their smartphones to learn more about products and incentives," the report reads. "This is a consistent theme in the survey responses, one that successful retailers will take to heart."

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