Mobile grows more valuable to shoppers, but not for showrooming

01/14/2013 | MediaPost Communications

During the 2012 holiday season, 4 in 10 U.S. shoppers looked at items in a retail store before buying them online -- the same proportion as in 2011 -- while 65% of them researched online before buying in a store, an increase from 57% from the year before, according to a Cisco survey. That trend is good news for retailers concerned about the "showrooming" trend. A Vibes survey found only 6% of shoppers practicing the most discouraging form of showrooming, which amounts to looking in person and then buying online.

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