A new study by experience design agency Foolproof has revealed the true impact of ‘showrooming’ on the UK High Street. The research shows that around a quarter of all UK shoppers used their mobile in a store to compare prices elsewhere in the run-up to Christmas 2012.

Unlike other recent studies on this growing phenomenon, Foolproof’s research also gathered data on how consumers acted, once they’d compared prices by mobile, with 40% saying they bought elsewhere as a direct result of showrooming.

Research highlights included:
• 24 per cent of all UK shoppers ‘showroomed’ in the lead-up to Christmas 2012.
• 40 per cent of showroomers (or one in 10 of all shoppers) say they bought items from a competitor - either in-store or online - after comparing prices via their mobile when visiting a store.
• 39 per cent of 18-39 year olds surveyed said that they actively engaged in showrooming over the Christmas period (compared to just 18 per cent of shoppers over the age of 40).
• A 10 per cent sales ‘leakage’ from showrooming activities would have meant that around £500 million of sales were switched between retailers in the final weekend before Christmas alone.
• Over 20 per cent of people say they went into a store just to check out something they planned to buy online.

1,000 UK adults were questioned in the survey, which was carried out via Usurv on 21 December 2012

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