3 December 2014
Unlike showrooming, webrooming (where the consumer see's the product online and then buy in the physical store) have increased in popularity over the past year. Overall consumers are doing more than 40% of Americans webrooming.
Looking at the US purchasing behavior, we see that 44% of consumers are dedicated to multiple channels when purchasing a product. Using multiple channels when buying clothes is much higher at 64%. This is three percent lower than the rate of last year. For the purchase of home products we can see another development. This rate increases by as much as 19% to 57%.
What stands out the most is that generally the fight between buying through the physical store and online just for the benefit of the physical store is settled. The most common reasons for electing the physical store up online via a website are; The consumer has the ability to see and feel products (58%), have been in possession of the products (53%) and at the same time can also shop for other products (44%). The statistics presented that online purchases is preferred over buying through a physical store to save money (61%). 53% found that shopping online was a convenience. 44% of consumers found they could shop for other products whilst making other purchases. Some consumers found buying online saved money (61%) and for convenience (53%). Overall, consumers presented that there was a better variety of products online in comparison to the physical store and 46% most often mentioned as reasons.
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