MOBILE PHONE USE IN SHOPPING PROCESS: A CASE FROM THE CZECH REPUBLIC

Traditional retail is changing rapidly over past years, the influence of new technologies is significant. The traditional retail-customer relations and interactions are shifting because of new technological approaches. One of the recent developments is more frequent use of mobile phones and devices in shopping process in traditional retail. This article presents a research from Czech Republic which deals with mobile phone use during shopping in brick-and-mortar stores regarding the influence of demographical factors. The objective of the article is to look at the influence of age, education and sex on mobile phone use in traditional retail. Furthermore, the assumed pioneering role of Generation Y is examined. Over 600 respondents were questioned about their use of new technology, current and future use of mobile phones in shopping process. The results show that mobile phone use in shopping process is dependent on demographic factor: age. But the dependence is not very strong. Demographic factor: education influences the mobile phone use in shopping process in traditional retail, but not in all examined questions. However, the influence of sex on mobile phone use is almost indifferent. The authors also proofed that Generation Y doesn't seem to be pioneering in the mobile phone use in shopping process in traditional retail.