But something like 70% of shoppers go shopping with a directional list, not detailed enough to do a lot of direct price comparison.

FORBES: How Retailers Can Benefit From Consumer 'Showrooming'

That way, we can calculate the average rent and asking price for an identical set of properties in a metro area , for a direct apples-to-apples comparison.

FORBES: Buying A Home Is 45% Cheaper than Renting