A new IAB study offers more proof that offline retailers needn’t fear the mobile shopper. Sure, they may be using their phone to see if they can find a better price online, but one third of those showroomers made an in-store purchase anyway.
The new report, which was compiled by IpsosMediaCT, doesn’t deny the fact that mobile encourages online shopping, it does reveal a few bright spots for offline retailers.
First off, let’s be clear about the numbers. Only 31% of consumers use a mobile device while shopping in a store. I say “only” because that means that the majority of consumers who walk through your door are going to follow traditional shopping behaviors.
That doesn’t mean you should ignore the wants and needs of the mobile shopper, but it’s good to have perspective.