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Top Shopping Tools: Web Browsers, Smartphones, and Facebook

January 18, 2012

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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