Amongst 16 to 24-year-olds, loyalty is in even shorter supply, with 15 percent of young shoppers admitting to buying elsewhere via their smartphones.

Almost a third (29 percent) of shoppers admit to using their smartphone to compare prices with other retailers' websites, while almost a quarter (23 percent) of shoppers say that they look at product reviews while they are shopping, to help make a decision. Meanwhile, 15 percent of consumers use their smartphone to check the retailer's own website to compare prices or check stock availability.

"Showrooming is here to stay, whether retailers like it or not," says Steve Thomas, chief technology officer, Omnico. "Some retailers try to stop it, by ignoring consumers' desire for free wi-fi or even blocking mobile signals, but this is a short-sighted view. Instead, it can be embraced, by offering assisted selling and integrating their mobile and web channels to offer genuine omni-channel retail. Yes, price is very important, but there are many other factors that encourage loyalty to a brand and omni-channel, such as convenience and quality of service."

Source: Omnico Group