Saw a product you like in a brick-and-mortar shop? Why not whip out your smartphone to read a review of the product or compare prices with other stores? That’s what more and more shoppers are doing during their visit to physical stores.

According to a GfK survey of mobile phone users in 23 countries, 40 percent of shoppers compare prices online while another 40 percent contact a friend or family member for advice. Thirty-six percent take photos of products that interest them.

Globally, men outweigh women on using their mobile phone inside a store to compare prices on a regular basis, standing at 42 percent and 37 percent respectively. The most active age group is shoppers aged 20-29, with nearly half (49 percent) saying they regularly do this, followed by those aged 15-19 and 30-39, both at 45 percent.