Study: 88 percent of shoppers webroom
Through a special arrangement, presented here for discussion is a summary of a current article from the Retail TouchPoints website.
The act of webrooming, or the process of researching products online then buying them in store, has become the new norm for today’s connected consumers. In fact, 88 percent of shoppers regularly webroom while only 76 percent showroom, according to a recent study from Interactions. Most consumers (75 percent) engaged in webrooming, the study reports, because they believed they could find the lowest prices in-store. But ranking nearly as high as a reason was that they prefer the online process for product comparisons (72 percent) and they prefer the experience of researching online (71 percent.)
The report also highlights why people research in-store before buying online (showrooming): 68 percent like to experience the product in person first; 48 percent believe they can find the lowest price online; and 41 percent prefer to seek help from in-store associates during their research process. Interestingly, 18.5 percent showroom to avoid waiting in a checkout line. Overall, 76 percent of survey respondents showroomed.
Other findings from the study:
- Nearly all shoppers (88 percent) have an online spending limit, meaning for items over a certain price they prefer to go into a physical store for a transaction. While the most popular spending limit for men is $250, women spend an average of $25 online before they decide to visit a store;
- The top three product categories purchased online are computers (49 percent), electronics (47 percent) and mobile phones (41 percent). Shoppers preferred to purchase groceries (89 percent), appliances (75 percent) and apparel (70 percent) in-store.
- About a third (34 percent) do not feel safe providing payment information to retailers online. By gender: 41 percent of women said they do not feel comfortable sharing payment information online, while only 30 percent of men felt the same way.
- About a quarter (23 percent) consider same-day delivery as a motivator to shop online.
- A wide majority (84.5 percent) say, regardless of where they buy the product, if they have to return it, they would rather go to a physical store.
The study listed the growing popularity of both webrooming and showrooming as another reason consumers expect retailers to be accessible "everywhere they are."
- 88% Of Shoppers Are Webrooming – Retail TouchPoints
- Webrooming Now Popular Among 88 Percent Of Shoppers – Interactions
- The Rise of Webrooming – Interactions (study)
If shoppers are webrooming for product comparisons and research, are retailers’ online tools up to the task? How should retailers be adapting to the growing popularity of both webrooming and showrooming?