Among the various digital shopping channels available to consumers today, when discovering new products, most online shoppers prefer to use websites via PC or laptop or browser-based mobile sites via smartphone rather than mobile apps, according to a new study by Zmags.
Among surveyed online consumers (defined in the study as people who shop via PC/laptop, smartphone, or tablet):
- 87% prefer to browse and buy from websites via PCs or laptops.
- 71% still prefer in-store shopping.
- 14% prefer browser-based mobile sites via smartphone.
Some 9% of online consumers prefer to browse and shop via tablet, whereas only 4% prefer to shop via smartphone or tablet app.
Below, additional findings from Zmag's report titled "Meet the Connected Consumer: How Tablets, Smartphones and Facebook are Changing the Ways Consumers Shop."
Meet the Connected (and Social) Consumer
The typical online or "connected" consumer is a 40-something female—52% of connected consumers are women, with a mean age of 40 and an annual income of $63,000.
Connected consumers use multiple devices: In addition to owning a PC or laptop, 43% also own a smartphone, and 16% own a tablet.
Most are socially networked: 81% of connected consumers are active Facebook users—and they are enthusiastic about shopping:
- 60% shop via digital or print catalogs.
- 40% say shopping makes them feel happy.
- "Excited," "thrifty," and "productive" top the list of connected consumers' shopping emotions.