Showrooming and the Rise of
the Mobile-Assisted Shopper
by Matthew Quint, David Rogers, and
The Columbia Brand Center and Aimia surveyed 3,000 leading-edge consumers ("M-Shoppers") in 3 countries, who represent the "omni-channel" future of retail to discover how smartphones assist their in-store shopping:
- 21% of consumers are M-Shoppers: using mobile devices to asisst in-store shopping
- Mobile devices can actually improve the chances of an in-store purchase
- Price isn’t always the most important factor in consumer decisions to "showroom"
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