According to a new report by Omnico Group, 50 per cent of 55-59 year olds use their smartphones to compare prices in store.
This is compared to on 37 per cent of 18-24 year olds.
The younger generation are also much keener on loyalty programmes such as vouchers or mobile loyalty schemes, with 29 per cent of 18-24 years old claiming that such schemes make them more likely to give their custom to a retailer.
“Some people may be surprised to see Generation Y – the smartphone generation – as less savvy than their parents and grandparents when it comes to shopping for offers whilst on the go,” commented Steve Thomas CTO of Omnico Group.
“Instead, we’re seeing younger people being drawn in by mobile loyalty schemes, rather than offers. This gives brands a golden opportunity to target Generation Y with mobile marketing and intuitive mobile apps and offers, in order to secure brand ambassadors and sustainable customer loyalty in the future.”