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Great quote from Comscore about impact of mobile on retail

As with all technological dislocations, there are challenges for manufacturers and retailers that accompany consumers’ adoption of mobile technology. For retailers the downside is “showrooming,” the phenomenon of consumers visiting a physical store to research (e.g. to “touch and feel”) products but then using their smartphone or tablet in-store to price comparison shop — often resulting in them buying the product online. comScore data show that consumers have increased their use of smartphones to access retail-related information by 50% in the past year alone. Retailers are using a variety of tactics to try to combat showrooming, including selling unique products that can’t be found elsewhere or offering to match the lowest price that the consumer finds online. Whatever retailers’ response might be, it’s apparent that the practice of showrooming is creating more downward pressure on prices.

comScore data show that about 13% of all e-commerce transactions over the holiday shopping season were completed using a mobile or portable device, with tablets accounting for about 70% of that total. Overall, M-commerce is now growing at a rate of about 30% per year. That’s good news for the consumer while presenting both challenges and opportunities for manufacturers and retailers.

Comscore Blog Post – January 2013

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