MADRID: Mobile commerce is growing among younger Spaniards, a new report has said, but they are also adopting 'showrooming', the practice of checking out merchandise in stores but then buying on rival websites at a lower price.

According to Mobile Commerce 2013, from the OBS Online Business School in Barcelona, just 6% of Spanish consumers purchase via mobile, compared to 26% in the UK and 30% in the US. However, this proportion is increasing, with 2.3m people shopping this way once a week or more.

Marketing News reported that, overall, 70% of the mobile audience had looked up products on their phones, with 15% then making a purchase via this route. A further 24% did so subsequently from a PC.

The study further found that the 18-34 segment was the most likely to abandon a purchase being made inside a store and then purchase via mobile or later online – at 3% and 10.9% respectively.

In addition, a significant 17.8% of mobile shoppers found the cheapest product through their mobile at another store and went there to purchase instead.

Checking prices was a common practice, with 20.2% of respondents having engaged in this activity. That proportion rose to 32.2% among the 18-34 age group, while 24.2% of men did so, compared with 15.7% of women.

The most sought-after categories were clothing, at 40%, and electronics at 54%. While clothing was most often sought after by women (51%) and those aged 18-34 years (49.1%), men were most likely to search for electronic goods (69.1%). There was little variation by age.

The 18-34 age group was the most demanding regarding transaction security, with 42% indicating they would like this to improve. They were also most likely to pay on their mobile using a credit card (22.7%) and to use new payment technologies such as a mobile wallet (5.2%).

Data sourced from Marketing News; additional content by Warc staff