Showrooming, a new concept, wherein people visit stores only to test products but buy them later elsewhere, has emerged as a significant threat to the high street, according to a new report.

One out of three global mobile users admitted to ‘Showrooming’ behavior. While this concept is a very real threat, mobile phones can offer a solution to brands in minimizing this risk, said the 2013 Mobile Life study by TNS, a part of market research firm Kantar.

Here are some other interesting findings from the report

In markets where people’s first introduction to the Internet has been via a handset, shoppers are highly likely to use their mobile when showrooming.

• More than 1 in 10 smartphone owners in India are keen to receive mobile coupons while shopping.
• 14 % of smartphone owners are interested in apps that help them navigate the store they are in.
• 10 % of consumers in India are interested in a ‘virtual sales assistant’, who will help answer their questions in-store about a particular product.
• 2.4 % smartphone users in India are interested in reading reviews or checking social media while in-store to inform their decision making.
• 42 % Indian consumers prefer asking their friends and family about what they would recommend buying.
• 2 in 5 consumers in India prefer to access information on their mobile phones than speaking to a sales assistant in-store.