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Top Shopping Tools: Web Browsers, Smartphones, and Facebook

January 18, 2012
  |  6,490 views

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.

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