“SHOWROOMING” MAY HELP BRICKS-AND-MORTAR STORES
According to the study, “In-Store Mobile Commerce During the 2012 Holiday Shopping Season,” conducted by Pew Internet, a project of the Pew Research Center, shoppers are continuing to use their smartphones in stores to “check prices, look at reviews and consult others about their purchases.”
While these actions often result in lower-priced purchases made online, a practice known as “showrooming,” these consumers may actually be making more purchases in stores than they have in the past.
The study focused on those who used mobile devices in stores and found that, while smartphone use continues to increase (58 percent of smartphone owners used their devices to get additional information), some 46 percent of smartphone users surveyed say they actually purchased the researched items in the store in which the phone was used. That represents an 11 percent increase over 2011.
Click here for more details from the study.
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