Showrooming Up 156%

Showrooming Up 156%

Brick and mortar businesses are feeling the sting of showrooming.

Showrooming, where shoppers in a retail store use their mobile devices to check prices and buy elsewhere, has increased 156% over the past year.

The survey of 1,000 smartphone owners by Vibes, entitled "Mobile Consumer Report: Combat Showrooming with Personalization", found this practice to be widespread because of the relative ease of making price comparisons on mobile devices when in a store.

According to the survey, 44% of the respondents showroom regularly. In addition, half the consumers in the survey use their devices to look up product reviews, a substantial increase from 31% a year ago.

Of the consumers that do showroom, 47% complete the transaction while in the store. Another 45% go to another location to complete the transaction.