Physical shopping is still playing a role in young consumers’ behavior.

Physical shopping is still playing a role in young consumers’ behavior. A new GFK study found almost half of 18-26-year-olds in the U.S. are engaging in ‘webrooming,’ or researching a product online and then purchasing in person. This form of shopping among the group has increased by 5% from 2015, with a little over half saying it is the cost of delivery that is influencing them. About a one-third also say they’ve done the opposite—researched in-store than bought online—signifying that the group is shopping from multiple channels. (Twice)