Webroomers spend more than showroomers: so offline wins
With a little effort and a mobile phone, shoppers can find pretty much anything they want when they want it and pay less than the suggested retail price. Bargain hunting isn’t just for frugal housewives anymore, two-thirds of all Americans feel the need to cut down on spending. That doesn’t mean they’re willing to buy junk, what it means is finding the lowest price on the best product. That’s where showrooming and webrooming come in.
Showrooming is when you go to the store to check out a product but then buy it online because it’s cheaper.
Webrooming is the opposite, you research the item online to find the best combination of price and features, then go to a local store to buy it.
According to a new Harris Poll, 49% of Americans have already showroomed their holiday gifts. This is up slightly from last year’s 46% and way up from 2012’s 43%. This upward trend had brick and mortar store owners sweating the season but there’s really no need because 69% of shoppers went the other way.
Not only are more shoppers webrooming than showrooming, those who researched online and bought in stores spent more than those who went the other way round.
Showroomers spent $156.40 on an online purchase after checking it out in a physical store. This is way down from the $211.80 they spent in 2012.
Webroomers spent an average of $200.70 in a store after researching the product online.
Clearly, brick and mortar stores are winning this round.
Residents of Washington D.C. are the biggest showroomers (44%), Philadelphians are the biggest webroomers (55%)
The Harris Poll also tells us that where people buy has a lot to do with what people buy.
- For household appliances and pet supplies, most people pick a “big box” store.
- For computers and personal electronics 35% head to the “big box” store but 29% prefer to shop online.
- It’s also a close call for toys with 25% hitting a “big box” and 20% preferring to shop online.
For clothing, shoes and smartphones, shoppers prefer a retail chain store.
The only time online beats the bricks was in books with 43% of shoppers preferring a virtual store (cough *Amazon* cough).
If you’d like more details, visit Harris Interactive online – showrooming is not an option.