©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.
IDC Press Release
Framingham, MA – IDC Retail Insights today revealed the ground breaking results of a new survey report, “Business Strategy: At Hand Versus In Hand — Will Consumers Have the Upper Hand in the 2012 Holiday Showroom Showdown?” (Document #GRI237839). Based on the survey of 1000 online consumers and prior IDC and IDC Retail Insights research, the new report revealed that some 48 million shoppers — about 20% of the U.S. adult population will “showroom” or use their smartphones in some manner while they shop in stores during the upcoming winter holiday season. This represents a 134% increase from 2011 when 20.5 million shoppers showroomed. IDC Retail Insights forecasts that the number of showrooming shoppers will grow to 59 million next year, 69 million in 2014, and 78 million in 2015. This year, according to the new research, showrooming behaviors will influence $0.7 to $1.7 billion in holiday retail purchases.