Although online channels such as ratings and reviews, search results, and email promotions influence online shoppers' purchases most, traditional paper catalogs also hold sway, according to a survey from Baynote and the e-tailing group. Meanwhile, social networking sites are the least effective channel for influencing shoppers whether they are making purchases in-store or online.

Below, additional findings Baynote's survey of smartphone-owning online shoppers, conducted during the 2012 holiday shopping season.

Among online shoppers surveyed, online ratings and reviews were cited as the most influential source of information when making online (33%) and in-store purchases (24%). Search results via Google were the second most influential source of information for online and in-store purchases (26% and 19%, respectively), followed by email promotions (25% and 19%, respectively).

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Lenna Garibian is a MarketingProfs research writer and a marketing consultant in the tech industry, where she develops engaging content that builds thought leadership and revenue opportunities for clients. She's held marketing and research positions at eRPortal Software, GAP Inc., Stanford University, and the IMF. Reach Lenna via Twitter @LennaAnahid and LinkedIn.