Bricks-and-mortar retailers' efforts to counter the effects of "showrooming" may be paying off. A Pew survey found that 46% of consumers who used their smartphones for shopping while in stores this past holiday season nonetheless ended up making a purchase there, a figure that was 11 percentage points higher than a year before. However, overall digital sales continue to grow more strongly than sales at retail locations.
Smartphone shoppers are buying more at physical stores
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Warner Bros. Entertainment Inc.
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Interactive Advertising Bureau
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|Director of Marketing - Denver||
UNIVERSITY OF VIRGINIA