88% Of Shoppers Are Webrooming

RR Interactions imageThe 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% of shoppers regularly webroom while only 76% showroom, according to a recent study from Interactions.

Survey results outlined in the report, titled: The Rise Of Webrooming: A Changing Consumer Landscape, revealed that consumers webroom for a variety of reasons, with price ranking high on the list.

Most consumers (75%) said they webroomed because they believed they could find the lowest prices in-store. But overall, consumers preferred the web for product comparison (72%) and research (71%).

Although researching products and prices online is beneficial, many customers found the in-store browsing experience valuable for seeing a product in person before buying it (68%), and seeking help and advice from an in-store associate during the researching process (41%).


The report also concluded that most shoppers prefer to visit stores for more expensive items, and have a specific spending limit in place while shopping online. Nearly all (88%) shoppers have an online spending limit. While the most popular spending limit for men is $250, women spend an average of $25 online before they decide to visit a store.

Customers also make decisions on where they will shop based on the specific product they are looking to buy. The top three product categories purchased online are computers (49%), electronics (47%) and mobile phones (41%). Shoppers preferred to purchase groceries (89%), appliances (75%) and apparel (70%) in store.

Although the shopping landscape has grown more digital, there are still consumers who have not made a leap into e-Commerce. Roughly 34% of shoppers said they do not feel safe providing payment information to retailers online. However, sentiments on online shopping differed by gender: 41% of women said they do not feel comfortable sharing payment information online, while only 30% of men felt the same way.

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