A new survey has revealed that around one quarter of all UK shoppers have used their mobile handsets in the run-up to Christmas 2012 to compare prices in a store with those available elsewhere.
The survey of the activity known as showrooming was conducted by Foolproof, a digital design agency.
In addition, the survey gathered data on how customers acted once they had compared prices using their mobile handsets, with 40 percent of respondents saying they subsequently made a purchase elsewhere.
Showrooming offers a potential boost to mobile wallet services but a major threat to conventional retailers.
Leading internet players are split in their attitude to the activity. Some such as Amazon are in the vanguard of enabling subscribers to take advantage of showrooming. Others such as PayPal have positioned themselves as retailers’ friend.