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Usage of mobile phone in buying process “ At a fashion retailer, I am interested in these apps…” 61% 1 Special deals offered 50% 53% 2 Discounts when checking-in 49% 45% 3 Product information via barcodes 40% 23% 41% 4 Payment 21% 38% 42% 5 Dedicated store web sites 33% 33% 6 Most efficient shopping route 34% 35% 7 Augmented reality to try out products 29% 26% 8 Share shopping list 25%Source: MasterCard 2 country study August 2011 –respondents aged 18-30 in UK and GermanyN (Germany) = 293 / N (UK) = 298 / Filter: Only fashion brands and if have mobile phone

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