After you get past the 11% of smartphone owners who keep their phones on hand while showering, take a look at the “While Shopping” column. 82% of smartphone users have their phone with them when they shop, and they’re using them to make sure they get the best deal.
Showrooming is when a shopper uses a brick and mortar store to touch and try a product only to buy it online. It may seem like a concept that is new to the mobile era, but it actually goes way back to the days when stores knew the meaning of customer service. By putting out only one display model of a product, retailers saved space and lowered instances of theft and breakage. Consumers would choose the item they liked, then “order” it on a form, which was then taken into the warehouse to be filled or they could order it to be delivered through a catalog service.