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UK Insights

Global phenomenon of ‘Showrooming’

Tech Mobile 24.04.2013 / 00:00


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 : Kantar TNS

Editor's Notes

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

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