Retailers are embracing how consumers are using their phones and it's more than a browse or research product function with consumers using their phone in store in a variety of ways to price check, access ratings, reviews and promotions - all common 'Retail Showrooming' practices. This research shows the relative popularity of these activities in the UK:
comScore are seeing a similar patten in other countries using their panel. For example, in Germany, as comScore's latest research released from their MMX® Multi-Platform panel shows: 'over 40% of smartphone users are using their phone whilst shopping'.
You can download the full comScore Multiplatform Majority report from their site. Also, look out for our new report from Tery Spatero on crafting the multi-channel retail experience.
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