Much like every year, Black Friday sent droves of consumers to the stores searching for the best deals on holiday gifts. This year many shoppers were taking advantage of their mobile phones to do research before purchases. According to a recent Yahoo! And Neilsen’study, 9 out of 10 mobile Internet users accessed the Web while in stores and 51% made purchases after doing research via their phone. Shoppers are also paying attention to the ads that they receive on their phones while shopping and are looking for the ads to include information about price, features and benefits. Another recent study by MMA found that 59% of mobile consumers plan to use their mobile phones for holiday shopping and for planning holiday celebrations. As you can see, mobile applications are changing retail and creating new ways for retailers to interact with their customers this holiday season.