An increasing number of American consumers are taking part in a behavior known in the retail industry as “showrooming,” according to the results of a new survey by comScore.
The company’s quarterly online retail survey found that in the third quarter of 2012, 37 percent of United States consumers said they engaged in “showrooming” behavior. This is characterized by using a smartphone while in a retail store to check prices or even using a mobile phone for credit card online purchasing. Showrooming has increased by 5 percent in the past two quarters.
The survey also found that consumers are not only turning to their mobile devices to make purchases from inside stores. Online retail spending reached $41.9 billion for the quarter, up 15 percent versus a year ago. This represents the twelfth consecutive quarter of positive year-over-year growth and the eighth consecutive quarter of double-digit growth.
As for the products that command the largest percentage of online sales, the comScore survey found shoppers are most likely to buy digital content, consumer electronics, event tickets, apparel and accessories as well as computer software from a computer, tablet, cell phone or another mobile device.