A new Interactive Advertising Bureau study suggests that “showrooming” is still a popular trend, especially with younger consumers. According to IAB, half of adult shoppers (and more than two-thirds of Millennials) will regularly perform research on products via their mobile devices while shopping in a brick-and-mortar retail store. “The study found that shoppers usually end up buying a product in a physical store after researching it on mobile while in store, but it is often not the same physical store where the mobile research began,” reports VentureBeat. “The next most likely scenario is to buy the product from another store’s website after leaving the store, using either a mobile phone or a personal computer.”