Fresh off a research release showing that webrooming is actually far more common amongst Millennials than showrooming, new statistics from xAd and Telmetrics demonstrate that retailers’ concerns over showrooming may be unnecessary. According to new data released from the “Mobile Path to Purchase” study specific to the retail sector, just 6% of smartphone users conducted their most recent mobile retail search in-store. What’s more, that figure doesn’t vary much among different retail categories, ranging from 4.7% of apparel shoppers to 7.1% of electronics shoppers.
The data does indicate that mobile devices are used for retail research, but that they’re more often used prior to a store visit. In fact, 50% of mobile users start their retail shopping on their device, according to the study. 77% of smartphone users complete their purchase in-store. Read the rest at MarketingCharts.