Today’s customer shops with the web at hand, whether at home or in your store aisles. She may be “webrooming”—researching and shopping online before heading to a brick-and-mortar store to purchase. Or he could be “showrooming”—using your aisles to touch, test and compare before buying on the web.

Koeppel Direct, a direct response advertising agency, breaks down the two styles and how customers use ecommerce today in the infographic below.

Interestingly, the company reports that shoppers—even those digital native millennials—prefer webrooming. They want to buy in-store. Baby boomers prefer webrooming (30 percent) to showrooming (18 percent). Millennials also choose webrooming (46 percent) to showrooming (32 percent). Gen Z is another story.

Stores and brands that use advertising campaigns to actively connect with consumers and entice them to buy in-store can attract these shoppers, Koeppel Direct suggests, particularly with in-store-only discounts, online price matching and special in-store events.