27% of smartphone owners have scanned a QR Code while in-store according to Vibes first annual Mobile Consumer Report published today (image below). This is 7% lower than that reported in the recent Empathica survey. Interestingly the report also shows that there are two distinct types of in-store mobile activity, comparison shopping and research. Comparison-shoppers are using mobile 33% of the time to compare one retailer to another and 20% of the time to view a product on the store’s own website. Shoppers conducting product research are looking for confidence in their buying decision and are more likely to look up a review or scan a QR code to get more information on the product. Full report available here.