Latest research shows that in June the number of shoppers who went to shops, took pictures of products, and compared information and prices, increased.
The study, by E-bit Informação, looked at the mobile activities of shoppers whilst they moved through stores throughout June.
The biggest activity of smartphone users was to use their devices to compare products. Some 44% of shoppers admitted to doing this, followed by 40% of shoppers who said they took photographs of products for future reference. Around 38% said they used their phones to compare prices and 34% said it was all about looking up product information.
Interestingly though, given all the facts from the study, was that few shoppers using their smartphones in such a way, then went on to buy a product digitally (9%). This practice is sometimes known as “showrooming” and means that the smartphone is being used as a comparison tool whilst physically shopping, before the digital sale. But, this trend to physically shop and buy digitally, has not yet taken off in Brazil.
Current estimates show that in Brazil this year, just over 40% of internet users will make at least one digital purchase. This represents nearly a quarter of the population.
Market observers are waiting to see if showrooming continues as a growing trend, or remains steady.
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