"Research Online, Purchase Offline" is Big, Growing, a Driver of Mobile Commerce

In the G-20 countries, consumers researched online and then purchased offline (ROPO) more than $1.3 trillion in goods in 2010, the equivalent of about 7.8 percent of consumer spending, or more than $900 per connected consumer, according to the Boston Consulting Group. 



ROPO provides an indication of why mobile shopping—using a smartphone to identify deals, compare products and prices, and “seal the deal” while on the go—is becoming more important worldwide.

As device prices fall, especially in developing markets, increased smartphone penetration will have a dramatic impact on both retail commerce and e-commerce—further blurring the lines between online and offline buying, BCG argues.