Close

Global phenomenon of ‘Showrooming’

  • Contact Us

    Close

    Contact Us


    To

    ukeditor@kantar.com

    From *

    Message *

  • Close

    EMAIL TO A FRIEND


    To *

    From *

    Message *


Source (Story.Master): TNS

Global phenomenon of ‘Showrooming’

Tech // Mobile 24.04.2013

  • Contact Us

    Close

    Contact Us


    To

    ukeditor@kantar.com

    From *

    Message *

  • Close

    EMAIL TO A FRIEND


    To *

    From *

    Message *

TNS-Mobile-Life-Infographic

One third of mobile users globally admit to ‘showrooming’ behaviour

Research by Kantar company, TNS, has revealed that 'Showrooming', where people visit stores only to test products but buy them later elsewhere, is now a global phenomenon. 

TNS's annual Mobile Life study, based on responses from 38,000 people in 43 countries, has identified where showrooming is taking place across the globe and why. Click on the infographic above, or download it below.

In markets where people's first introduction to the Internet has been via a handset, shoppers are highly likely to use their mobile when showrooming - 75 percent in emerging Asia, 87 percent in the Middle East and North Africa and 67 percent in Sub-Saharan Africa. People in developed markets, where online shopping is well established, are less likely to do so, with 55 percent of showroomers in North America and 56 percent in Europe using their phones in this way.

In developed markets, mobile presents an opportunity to break established showrooming behaviours and make purchasing in retail more appealing. However in emerging markets, where there is a greater tendency to embrace disruptive behaviours, there is an imminent threat of new showrooming behaviour driven by mobile.

The biggest drivers for showrooming consumers are twofold: reassurance on price and reassurance on suitability, with 16 percent globally reading reviews or checking social media whilst in-store to inform their decision-making, and a quarter asking friends and family what they would recommend buying (as high as 49 percent in emerging Asia and 42 percent in India). 

To read more visit the 2013 Mobile Life study on the TNS website. Click on the infographic above or download it below and check out our infographics:

Source : TNS


Editor's Notes

To interview Maureen Duffy, or for more information, contact us.

Latest Stories

We ask the Kantar Worldpanel ComTech British panelists your mobile questions

Kantar reaction to the big names at Mobile World Congress

Kantar Twitter TV Ratings for the week of 23rd February

Kantar Twitter TV Ratings track the buzz around UK political programmes

Kantar Twitter TV Ratings for the week of 16th February

Email Alerts

Be the first to find out about our latest reports.

Log in to change email preferences

Related Content

We ask the Kantar Worldpanel ComTech British panelists your mobile questions
View more

Kantar reaction to the big names at Mobile World Congress
View more

Kantar experts look ahead to Mobile World Congress 2015
View more

Kantar Retail looks at what 2015 has in store for high street retailers
View more