Dive Summary:

• According to statistics by leading economic groups, several presumed consumer shopping trends are inaccurate, including brick-and-mortar ‘show rooming’ where consumers browse products in-store and later purchase online.
• The data released claims show rooming by consumers is “overhyped and not that widely practiced” despite Google research which claims otherwise.
• Statistics from the study state that over half of retail shoppers inevitably find themselves making an in-store purchase, but did state that tablet users “have longer purchase cycles.”

From the article:

The common perception of the role of mobile in the consumer purchase process is as a “last-mile” medium. This report seeks to dispel that notion and argues, based on the findings, that mobile devices are used for shopping throughout the purchase process. Indeed, according to the report findings, smart phones are more often used at the beginning than at the end of the process.