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Showrooming Shows Up Big in Harris Poll

Posted on December 12, 2012 by HFN Staff

NEW YORK-More than two out of five U.S. adults have "showroomed"--shopped for a product in a brick-and-mortar store, then purchased it online--according to a poll conducted by Harris Interactive between Nov. 27-29.

The survey, which queried 2,249 adults, found that Amazon.com is the online retailer from in which most of these showrooming purchases occurred, cited by 57 percent of the respondents. eBay and walmart.com were tied for second at a distant 5 percent each, followed by bestbuy.com (3 percent) and target.com, lowes.com and homedepot.com (2 percent each).

The stores that are showroomed most frequently are Best Buy, cited by 24 percent of the participants, and Walmart at 22 percent. Target was mentioned by 9 percent of the respondents, followed by Home Depot (4 percent), Lowe's (3 percent) and Barnes & Noble (3 percent).

The showroomers in the survey also said they spent an average of $211.80 the last time they bought a product online after seeing it in a store. The average showrooming spending was greatest for those who showroomed at Best Buy at $281.50, compared to $119.10 at Walmart stores and $79.30 at Target stores.