Showroomers More Likely to Buy in Store, Study Finds

Despite conventional industry wisdom, shoppers who use mobile devices for showrooming are almost twice as likely to purchase from the retailer in-store or online (38 percent) than buy elsewhere (21.6 percent). A new study from e-commerce technology provider SeeWhy finds that one-third of more than 60,000 consumers surveyed who owned a mobile device had used it as part of their shopping process, and 12 percent do it routinely. When asked about the actions shoppers took when using a mobile device in-store, the most common behaviors were looking for cheaper prices elsewhere (35 percent) and reading reviews of the product (34 percent).