| Business Insider Intelligence is a new research and analysis service for real-time insight and intelligence about the Internet industry. The product is currently in beta. For more information, and to sign up for a free 30-day trial, click here. There is an obvious but often overlooked reason why in-store apps don't always work: internet access. According to a new Deloitte consumer survey, 37 percent of smartphone-equipped shoppers have tried to use their phones in store but were thwarted by lack of internet connectivity. These results are not surprising; cavernous malls can often be dead zones for phones, and people who are bullish on shopping/location-based apps should keep that in mind. That being said, we wouldn't want to make too much of it: Wireless connectivity is only going to improve. More significant, in our opinion, is that 50 percent of smartphone owners will use their phones in-store to assist in shopping, and the number has been growing. In other words, available evidence suggests shopping/location-based apps are still early in the "hype cycle" but the underlying trend is still real and big. Click here to see what retail customers are actually doing with their smartphones →
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