Showrooming, a behavior where consumers check online prices when in a retail store, is not a threat to stone and mortar retailers as once believed. Although one-third of shoppers with mobile devices have checked prices and read reviews online, 25% have purchased the item in the store anyway. Who are these showroomers? The typical showroomer is a young, affluent, urban male who will check reviews using his IPhone and then proceed to purchase the item in the store. The least affluent shoppers are the MOST likely to to purchase from an online retailer.
Source: SeeWhy Conversion survey of 60,000 U.S. consumers