How Common Is Showrooming in the Nordic Countries? - eMarketer
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How Common Is Showrooming in the Nordic Countries?

Digital buyers there say in-store visits are important for research, but few actually showroom

September 24, 2015

According to a July survey by communications and logistics provider PostNord, roughly six in 10 digital buyers in the Nordic countries said that in-store visits were an important source of information when planning their digital purchases. Web buyers in Denmark valued visits to physical stores the most, with 71% of respondents in that country considering them to be important or very important.

Information Sources that Digital Buyers in Select Nordic Countries Consider Important When Making Digital Purchases, July 2015 (% of respondents)

Nearly equal shares of digital buyers in Finland and Sweden told PostNord that they thought that brick-and-mortar store visits were an important part of the research process, at 63% and 62% respectively. In Norway, the share was somewhat lower, but still a majority (54%).

What's surprising then is that the share of digital buyers in the Nordic countries who actually partake in showrooming activities is relatively low. PostNord found that only 11% of web buyers in the region had looked at or tried on an item in-store before buying it online during the three months prior to its July survey. The share was highest in Sweden (15%) and lowest in Denmark (8%).

Digital Buyers in Select Nordic Countries Who Have Showroomed*, July 2015 (% of respondents)

Webrooming, on the other hand, was much more common. Almost half (48%) of digital buyers in the Nordic countries told PostNord that they had researched a product online before eventually buying it in-store in the same time period. Web buyers in Sweden were again the most likely to do so, at 54%, while those in Denmark were the least likely, at 41%.


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