Consumers are becoming increasingly empowered by easy access to information. In many cases, answers are now only a click away. So, it was only a matter of time before on-the-go consumers started demanding the same convenience from their mobile devices. Given the fact that about 85% of all U.S. households own at least one mobile phone, it’s not surprising that mobile is fast becoming the search tool of choice– particularly for people making purchasing decisions. Research show consumers who research products online before making an offline purchase affect over $500 billion in sales a year. Consumer behavior is influenced by the information they’re able to find on their own, on the go (mobile). Mobile puts the power of information into consumers’ hands, even as they’re standing in the store aisle. This opens up new possibilities for shoppers. Comparison shopping and searching for products by phone, for example, are high-value, low-risk activities that people curious about mobile shopping can start out with. A new class of  social shopping mobile apps has evolved that aims to add a whole new dimension to the consumer shopping experience. Examples include: 1. ShopSavvy- Allows users to comparison shop right in the store, by scanning a product’s bar code using a camera phone. It then finds the lowest prices online as well as at local retailers, searches coupons, and actually lets users make purchases. 2. FastMall- Provides interactive maps of mall stores and restrooms, gives the quickest routes to stores, and even helps consumers remember where they parked their cars. You can also make lists and get coupons. 3. GroceryIQ- Allows consumers to create and organize grocery lists, scan products and save lists of frequently purchased items. Coupon users are able to access and share coupons. Shoppers can also take photos of bar codes to add items to their lists and create lists of frequently  purchased items. 4. Google Shopper-  Consumers can inquire about product information using their phone’s camera. It recognizes bar codes and saves your search history. It can recognize visual data, such as book covers and product packaging, and you can speak the name of the product rather than scan or type it in. 5. Yowza- Uses  GPS to determine your location, then sends you coupons for nearby stores. Apps like these put more power into the hands of consumers, as they allow shoppers to determine who has the best deals quickly, conveniently and on their own.  The evolving technologies of mobile commerce will provide marketers and retailers unprecedented new opportunities of reaching and interacting with consumers at point-of-purchase. Resource: http://markaddicks.com