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."

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