There's something to be said for the ungodly horror of the dressing room mirror, and for the shoe salesman who doesn't have your size but advises the brand runs small, and of course for the bin of random impulse kitsch you can consume in the queue to the cashier. 

A new study by the mobile-retail marketing platform provider, Swirl, reveals that 53 percent of women (1,000 were polled) have between one and five shopping apps on their smartphone – yet most still prefer an in-store experience when it comes to actually purchasing clothing or shoes.

Seventy-six percent said they opt for a physical store experience over a mobile one.

Swirl's research suggests just 1 percent of women would rather buy apparel using mobile apps and sites than in-store, even though many women hate the burden of crowds, transit, parking, and interacting with sales associates.

But the pro of knowing something fits right outweighs the list of cons.

The report, “What Women Want When Apparel Shopping,” suggests retailers refocus their mobile strategies to illuminate the brand's in-store experience, since that's where most female shoppers will make their transactions.

It all must be a bit confusing for retailers. On one hand, reports are telling them that mobile is a dominate point of purchase, while reports like these wildly contradict such findings. Then again, is it surprising that people actually want to try things on before committing to a buy? One can't exactly ask Siri, “Does this make me look fat?” before making a mobile buy (at least not if she's expecting to get an answer that makes any sense whatsoever).

Since, according to the survey, 50 percent of ladies would willingly share their phone's location and other personal information with a retailer in return for an in-store credit, gift, flash sale or early access to new styles, retailers can still make use of mobile campaigns.

More key findings of the report are available here.