Deloitte forecasts that mobile influence will continue to rise

Electronics most popular ‘showroomed’ products

Big ticket electrical items are the most researched product on a mobile phone in-store, with 79 per cent of customers looking them up.

According to a poll of 2,000 consumers by Deloitte Digital, the most popular products researched are as follows:

  • Electronic goods/appliances: 79%
  • Sporting goods/games/toys: 75%
  • Furniture/home furnishings: 72%
  • Food/beverages: 55%
  • Health/personal care: 51%

The research also found that in 2013, the percentage of in-store sales where mobile phones were used as part of the shopping experience was 6.8 per cent (representing £18 billion in sales).

Deloitte forecasts that mobile influence will rise, reaching 10 to 15 per cent of in-store sales by 2017, representing a possible £27 billion to £41 billion in sales.

This implies that more customers will research products in-store and buy them from the same store, rather than looking then going online to buy them online instead (a trend known as ‘showrooming’).

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Photo source: Shutterstock (smiling couple checking something on the mobile phone)

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