The rise of in-store mobile commerce – “During the holiday season, 25% of cell owners used their phone inside stores to gather price comparisons; 24% used them to look up online reviews. And 19% of those who searched for a better price on an in-store product eventually bought the product online.” Aaron Smith Senior Research Specialist, Pew Internet Project, Pew Research Center’s Internet & American Life Project, January 30, 2012.