The number of shoppers who make purchases in-store after researching an item using a smartphone on the ground has surged to 41%, while the number of «showroomers» who research a product in one physical store and buy from another online retailer has decreased from 37% to 28%.
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With the rise of environmental education at all levels and social justice movements globally, we all strive to be ethical consumers and eliminate the feeling of guilt. However, many of us are too busy (or lazy) to change our lifestyle and «make the world a better place»—instead, we expect brands to do so, offering us some simple and easy-to-employ patterns of guilt-free consumption.
The global consulting and technology firm Capgemini has been tracking consumer shopping habits since 2002, surveying over 50,00 consumers worldwide, and gathering insights into the changing patterns of purchasing behaviour from originally predominantly traditional physical stores to now multichannel shopping.