Because of younger consumers’ focus on price, 43% of students in the survey had showroomed—that is, looked at an item in-store, but then searched for a better price online and bought there. This was most common for DVDs, books, electronics and video games.
Showrooming isn’t just spreading among younger consumers—it’s becoming a majority activity in the UK. September 2013 research by Firefish for the UK’s Internet Advertising Bureau found that two-thirds of UK smartphone owners had researched an item online, then viewed it in-store, and then bought it digitally. Read the rest at eMarketer.