Showrooming is not damaging the high street research from Dentsu Aegis-owned iProspect reveals. The agency, working with Coleman Parkes Research, found that only 7% of consumers ages 30-49 research
in-store and then buy online. This is dwarfed by those who research online but then buy in store, particularly among older generations. Hence, while 5% of those aged over 50 do "showroom," 30% reverse
showroom and end up buying goods researched online in a physical store.
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