#infographic M-commerce, social media and ROPO (Research Online, Purchase Offline) lead retail trends

Consumers are increasingly using cross-platform devices, especially smartphones, to enhace their in-store shopping experience. That’s the reason our friends of DigitasLBI have made a study about consumer shopping behaviour across twelve countries: Belgium, China, Denmark, France, Germany, Italy, the Netherlands, Singapore, Spain, Sweden, United-Kingdom and the USA.



Smartphones are increasingly important during all stages of the consumer journey
  • Most people still purchase online via computers rather than through mobile or smart TVs.
  • 34% of smartphone users have bought a product via smartphone in the last three months.
New Role of Point of Sales and Emerging Shopping Behaviors: ROPO and Showrooming
  • 88% of smartphone users report that they use their smartphones before purchasing in store.
  • 20% of smartphone users purchase from their mobile.
  • 72% of smartphone users have used their mobile in store.
The influence of social media varies widely by country:
  • 40% of social network users have shared a purchase via a social media a platform.
  • It is most common in China, Singapore, Spain, Italy and the US.


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