The advent of smartphones bring the ability and convenience to compare prices, even while shopping at physical shops. And according to a survey with some 6,500 internet users in the U.S., this is becoming an increasingly widespread behavior among shoppers. There goes wanting more traffic in your physical shop. Now you've got to compete with people comparing your prices using the internet.

But not all are threatened by this. Retailers like Target are encouraging that behavior, giving shoppers gift cards and other rewards for checking in and scanning merchandise, in their shops.

Emphatica took a closer look at how they’re using mobile in stores. 55% of smartphone owners said they’ve used a mobile device to compare prices between retailers.

Are you one of them?