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BizReport : Mobile Marketing : December 04, 2014

50% of UK Christmas shoppers will be showrooming

Showrooming is now commonplace but, as consumers seek out the best prices and deals for their festive shopping, retailers will, more than ever, need to keep in mind the power shoppers have in the palm of their hand.

by Helen Leggatt

Research from tecmark reveals that 50% of shoppers in the UK will use their smartphone to seek out the best prices while shopping in physical stores this Christmas. By far the most active showroomers are those under the age of 35, of which more than two-thirds will be comparing prices while in-store.

"The data gives us a fantastic insight into how advances in technology are affecting consumer shopping habits. It confirms that showrooming is growing at speed, especially amongst the younger generations - this is a trend that we expect to become common practice in time and one that retailers need to be prepared for," says tecmark managing director Richard Heyes.

"Consumers are becoming very clever at utilizing the tools that mobile phone technology affords and have quickly realized that something as simple as an online price comparison can result in significant savings."

However, retailers should not be too concerned when shoppers whip out their smartphone in the middle of a store. Findings of a survey from the International Council of Shopping Centers suggests that six out of 10 who do so go on to make a purchase in that store.

Tags: holiday 2014 trends, mobile, retail

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