Shoppers in Brazil Get into Showrooming - eMarketer

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Shoppers in Brazil Get into Showrooming

Nearly three in four digital buyers use a mobile phone while in-store

September 10, 2015

Shoppers in Brazil are finding that smartphones are handy companions in stores. According to June 2015 polling, digital buyers in the country are using them most often to compare and take photos of products.

Mobile Activities Conducted by Digital Buyers in Brazil While Shopping In-Store, June 2015 (% of respondents)

E-bit Informação found that among digital buyers in Brazil who owned a mobile phone, 40% had used it to take pictures of products—the most common showrooming application in the survey.

Comparing prices while shopping in person was nearly as common, followed by looking up product information.

What wasn’t common among respondents was actually buying items digitally while shopping at a brick-and-mortar retailer. Just 9% of digital buyers had done so—a reminder that using a mobile phone in-store to compare products doesn’t always translate strictly to “showrooming.”

Overall, 73% of those polled had done at least one of the activities.

Digital Shoppers* and Buyers** in Brazil, 2014-2019

eMarketer estimates that this year, 37.3 million people in Brazil—40.3% of internet users in the country, or 23.3% of the population overall—will make at least one purchase this year via digital means. Growth in the digital buyer population is tapering off, but will remain in the double digits through 2016.

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