The showrooming reality
May 22, 2013,
Nearly one-third of furniture shoppers report they've visited a brick-and-mortar furniture store and then purchased product online. This is known as showrooming.
That's according to more than 6,800 furniture shoppers answering an online survey in April from Furniture/Today and FurnitureDealer.net. The questions were posted on the American Home Furnishings Alliance website, catalog.findyourfurniture.com.
Sixty-five percent of consumers answering our survey have used their mobile devices in a store to shop for better prices online. One reason prices are often lower online is in most states Internet-only retailers are not required to collect a sales tax. This month the U.S. Senate approved the Marketplace Fairness Act, which would require large online retailers to collect taxes on Internet purchases; the bill now heads to the House for a vote.
In a recent survey by AlixPartners, almost 30% of online shoppers said they would shop more brick-and-mortar retailers if the online tax became a reality; but nearly 50% said the tax would have no affect on their online shopping habits.
|29% of consumers have visited a furniture store and
then bought online.|
Showrooming by generation
32% of Generation Xers
31% of Younger Boomers
26% of Older Boomers
16% of Seniors
(ages 68 and over)
Source: Furniture/Today and Furnituredealer.net Consumer Survey, April 2013
|125.9 million people own a smartphone, or 40% of the
total U.S. population.
|Ways consumers use smartphones
in furniture stores|
|Millennials are more likely to mobile price shop while in a
Boomers lead in mobile searches for product information.
|Source: Furniture/Today and Furnituredealer.net Consumer Survey, April 2013|