Price comparison, showrooming still draws for mobile shoppers
September 2013 research from Deloitte indicated that internet users in Canada would spend about one-fifth of their holiday budgets online this year, with the highest spending levels planned by Ontarians and the lowest by Quebecers.
The same survey found shoppers in Canada were not particularly keen on using mobile for their holiday gift runs, evidence backed up by further September research from Accenture. The poll of internet users in Canada who intended to do some kind of digital shopping for the holiday season found that 53% wouldn’t be using mobile devices at all—including smartphones, tablets and feature phones.
The most useful aspect of mobile shopping for the holiday, cited by 30% of respondents, was to compare prices while in a store—that is, showrooming. Avoiding crowds and finding deals were about half as popular, and by and large internet users did not seem to see mobile as providing a significant improvement to the shopping experience—also affirmed by Deloitte's results.
Overall, Accenture found that 63% of internet users in Canada were at least somewhat likely to participate in showrooming this holiday season.