Smartphones and tablets are growing in popularity, so you might be assuming that they are completely transforming how folks shop.

Transforming? Yes. Completely? Not quite.

A recent study by Yesmail found that even though mobile device owners shop more often, they still prefer the PC for making purchases: 42% of mobile device owners use their PC for completing purchases all the time, as opposed to their mobile phones (10%) or their tablets (6%).

Does that mean mobile devices haven't changed the shopping experience? Not at all.

Some 47% of mobile device owners have used their devices to look for a product review while in a store. And three out of five in-store shoppers have left the brick-and-mortar store to purchase a product online (even if the discount may have been as little as 5%).

Some more highlights from the study...

  • Mobile device owners are more likely to interact with brands on social media.
  • 41% made a purchase because of an email promotion they received on their mobile phone.
  • Mobile commerce is now 21% of all traffic to e-commerce websites.

Using information from the survey, Yesmail created the following infographic:

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Veronica Jarski is the Opinions editor and a senior writer at MarketingProfs. She can be reached at

Twitter: @Veronica_Jarski