This Holiday Season, Many Internet Users Plan to Webroom - eMarketer

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This Holiday Season, Many Internet Users Plan to Webroom

Most internet users plan to shop in-store during the holiday season

September 29, 2016

Consumers are constantly webrooming in hopes of finding a good deal, and this holiday season, many plan to continue doing so, an August 2016 survey found.

US Internet Users Who Plan to Webroom* During the Holiday Season, Aug 2016 (% of respondents)

According to data from Rubicon Project and Penn, Schoen & Berland Associates, a large share of internet users plan to research purchases online this holiday season before buying in-store. Indeed, nearly two-thirds of respondents said they will. Just 17% of respondents said they don’t plan on webrooming, while 21% weren’t sure.

Webrooming wouldn’t be so popular, of course, if most internet users weren’t planning to shop in-store during the holiday season. Certainly, they want to see how much a product costs and compare it to online prices. The study found that 78% of respondents plan to shop in-store this holiday season. And almost as many plan to shop online.

Locations/Channels Where US Internet Users Plan to Shop During the Holiday Season, Aug 2016 (% of respondents)

Data from Salesforce revealed that internet research has informed in-store purchases for a large segment of the population, and brick-and-mortar retail still accounts for the vast majority of all sales despite the ubiquitous availability of ecommerce options.

When it comes to webrooming, consumers are researching a wide array of products, from appliances to food. A Q1 2016 survey from Bazaarvoice indicated that appliances and electronics made up a large share of product categories involved in webrooming. Food and furniture were categories that involved the least webrooming.


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