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).
Source : Kantar TNS