“Showrooming” not that rife
The process of researching in-store but buying online, or “showrooming” as it is known has been shown to be less popular than some research reports had originally suggested. According to an iProspect study the “Showrooming” trend is not contributing to any demise in the high street from adults aged 30+.
Perhaps not surprisingly, the figures for how many consumers research in-store but then go on to buy online decreases for each age group as the ages increase. For those aged between 50 and 59 the reverse is true as they are more likely to research online before heading to the shops.
The study also provides an insight in to consumer confidence in using technology and how the various age groups consume social media channels and on which digital platforms.
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