Smartphones can Save the High Street, Tradedoubler Study Shows

Smartphones can Save the High Street, Tradedoubler Study Shows PR Newswire LONDON, October 4, 2012 LONDON, October 4, 2012 /PRNewswire/ -- Four in ten mobile searches lead to a purchase in-store With the high street as we know it under threat of extinction, according to some forecasters, retailers need to fight back by incorporating mobile into the heart of their marketing strategies, says a new report by Tradedoubler, the performance marketing and technology firm. [i]The report, which is based on Tradedoubler's research among 2,000 smartphone users in Europe , shows that 38 per cent of people who research a product on their mobile phone will then go into a shop to buy it. 47 per cent go on to complete their purchase on a PC, 25 per cent on their mobile and 7 per cent on a tablet. The Tradedoubler white paper rdis available for download from October 3 from 10.00am, http://www.tradedoubler.com/shopping-on-mobile The report reveals that smartphone use while in-store could also mean lost business for retailers that lack an effective mobile customer engagement strategy. The 'showrooming' phenomenon is where shoppers first visit stores to look at products, but then turn to their mobile phones in order to find the best price, completing the purchase online with a competitor. This behaviour was revealed in the survey when 42 per cent of those who said they had used their mobiles in a shop revealed they had used it to track down a better deal elsewhere.