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Survey: Webrooming—research online, buy in store—tops showrooming
New York -- Incidents of smartphone “showrooming”—seeing a product in a store, then buying it online from another retailer using a smartphone—dropped from 37% in the United States last year to 28% in 2014. But “webrooming,” in which consumers buy in a store after researching a purchase online using a smartphone, was reported by an even higher proportion of respondents, 41%. Those are among the findings of GfK’s 2014 FutureBuy global study of shopping habits and preferences.

