Webrooming More Prevalent Than Showrooming Among Millennials

For all the research and attention paid to showrooming, webrooming (doing research online and then buying in-store) is actually a far more popular activity among Millennials (aged 18-35) across several product categories, according to [pdf] survey results from the Urban Land Institute. For electronics items (computers, tablets, cellphones, TV/audio equipment, etc.), 50% of respondents prefer to research online but buy in-store, compared to 11% who prefer to do their research in stores but then buy online. Similar gaps exist when looking at Millennials’ shopping preferences for shoes (25% vs. 10%), sports equipment and accessories (21% vs. 13%), and cosmetics and personal care items (20% vs. 8%). (more…)