Showrooming is Rife in Asia

A study of 38,000 people in 43 countries has found that 33 per cent of shoppers across the globe admit to showrooming while out shopping. Of those, 21 per cent said they do it with phone in hand while 12 per cent do it without.

A total of 71 per cent of people in Asia said they had gone in stores to compare prices,TNS’s 2013 Mobile Life study found. 44 per cent have done it using their mobile. 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 – 87 per cent in the Middle East and North Africa and 67 per cent in Sub-Saharan Africa.

“In developed markets, mobile presents an opportunity to break established showrooming behaviours and make purchasing in retail more appealing,” said Matthew Froggatt, chief development officer at TNS. “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 study reveals that 16-24-year olds are most likely to use their phone to use their phone to showroom, 25 per cent, while 51-60-year-olds are most likely to shop around offline to find a bargain, at 19 per cent.

Shoppers are most likely to compare prices while in store, 31 per cent, followed by 25 per cent who phone friends for advice and 23 per cent who take photographs.  Despite this, 36 per cent of people said they still prefer to talk to a sales assistant, rising to more than half in Europe, while 34 per cent prefer using their handset.

The most popular opportunities for engaging with retailers were mobile coupons, with 38 per cent interested in redeeming them, followed by scanning barcodes for more information, chosen by 36 per cent and 34 per cent who would like to see social media related to the product.