Black Friday on your smartphone

This year, holiday shoppers are expected to turn to their smartphones more than they ever have before. That’s the takeaway from a study by mobile ad network InMobi, released Thursday.

According to InMobi’s survey, 60 million mobile users will shop on Black Friday using their smartphones and 21 million intend to purchase goods directly from their mobile devices. That number is even higher with the more tech-focused Cyber Monday shoppers — the survey found 42 percent of shoppers plan to use their mobile devices to shop for gadgets and electronics.

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More generally, smartphones have become an indispensable tool for holiday shoppers who are using them more often to compare prices and read reviews in stores. According to the study, 45 percent of shoppers will use their phones for price comparisons while shopping, up from 22 percent last year.

Shoppers also use their phones to check store hours and locations before heading to the mall. Wal-Mart recently released new iPhone and iPad apps that allow customers to check the inventory of their local stores during the holiday season.

The survey was conducted with a pool of around 900 U.S. mobile users on both Android and iOS devices.

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