Showrooming: Empowering Consumer Electronics Shoppers

The synergy between the consumer shopping behavior of showrooming and Internet product research, as well as digital advertising and online purchasing, is becoming increasingly pronounced and interdependent – and consumer electronics brands can benefit by adjusting their marketing strategies. “Showrooming: Empowering Consumer Electronics Shoppers,” focuses on consumer electronics and explores the influence of mobile devices on the retail shopping process, general shopping behaviors in physical stores and online, and the broader showrooming concept.

The research, conducted by Ipsos MediaCT in partnership with IAB, complements last year’s IAB report “The Path to Consumer Electronics Purchases,” which showed that digital media is a vital influence on consumer electronics shoppers.

This study reveals the prominence and importance of mobile device usage by shoppers in the consumer electronics showrooming . . .