As smartphones are turning into devices used to make purchases, consumers are still relying on their mobile phones to research and contact retailers. This can be beneficial for companies and their retail business intelligence processes.

A recent study by Nielsen revealed that consumers use their mobile devices to look up a variety of information relating to retailers who are in the immediate area. Approximately 84 percent of customers research physical store locations and directions. Nearly three-quarters of users look up a business' phone number and then call to find out more information about what is offered. The study's results highlight the importance of mobile phones and the significant role they will continue to play in the retail industry.

Mobile devices are increasingly being used by consumers for many retail processes. On Device Research CEo Allistair Hill writes for Newline that his company found that both online and in-store purchases are becoming more common for mobile users. More than three-quarters of customers who responded to the survey have used their phone at brick-and-mortar locations. Additionally, 47 percent of shoppers access retail information on their devices while at home or other remote locations.