Mobile affects and influences many industries, especially retail. The IAB’s recent digital shopping report comparing how different age groups shopped resulted in key data that highlights how retailers reach consumers. The report showed that ‘showrooming’, in which the retail activity is the practice of visiting a store(s) in order to examine a product before buying it online at a lower price, has moved to mobile.
The data shows that more than half of 18-34 use smartphones to locate a store or hours, and also browse products. The percentage making a mobile purchase, comparing items and reading reviews are less than half yet this group surpasses the other age ranges and is the ONLY group shown to be purchasing via smartphones.
We are interested to see how this changes in the course of a year.
