Thus far this year, 49 percent of Americans have showroomed, up from 46 percent last year and 43 percent in 2012. And 69 percent of the population, the same as in 2013, has webroomed, according to The Harris Poll. Specifically looking at the holiday season, 51 percent of U.S. adults plan on using at least one of these shopping tactics.
On average, shoppers who showroom have spent $156.40 when they purchased a product online after testing it at a brick-and-mortar store. That average is down from $211.80 in 2012 and $164.00 in November of 2013. Conversely, webrooming spend is down only slightly to $200.70 from an average of $203.90 in 2013.
Geographically, shoppers in Washington, D.C., 54 percent; Atlanta, 53 percent; and Philadelphia, 52 percent; are most likely to have ever showroomed. Shoppers in Los Angeles, 43 percent; and Chicago, 44 percent are least likely to have done so.
As for webrooming, shoppers in San Francisco, 81 percent, are most likely to have done so with Philadelphia in second place, 78 percent.
For the holiday, those in the Washington, D.C. market, 44 percent, are most likely to showroom and Philadelphians, 55 percent, are most likely to webroom.
Already showrooming is having a large effect on holiday sales. Due in part to this new habit, U.S. shoppers spent more than $2 billion dollars on e-commerce this Cyber Monday, up 17 percent from last year. The occasion marked the heaviest online spending day in U.S. history and the first time ever to surpass $2 billion in sales.
However, retailers can definitely not discount webrooming just yet, as many shoppers still enjoy the in-store purchase. In fact, webrooming seems to be growing in popularity, so much so that even digital-savvy millennials prefer webrooming to showrooming by 5 percent.
-See this The Harris Poll press release
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