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EcommerceBytes-NewsFlash, Number 2739 - February 14, 2012 - ISSN 1539-5065    4 of 5

The Effect of Smartphones on Online and Offline Shopping

By Ina Steiner
February 14, 2012

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Consumers are increasingly using smartphones in the shopping process, from researching to purchasing products, and last month, Google tried to quantify the effect of smartphones in online and offline shopping.

Google partnered with Ipsos to survey 615 online holiday shoppers in January. Respondents who used a smartphone to do holiday shopping (208) were asked, in which of the following ways did you approach shopping with your smartphone this holiday season? (They were asked to check all that apply.)

46% researched on smartphone, went to store to purchase;
37% researched on smartphone, then purchased online on computer;
41% researched on smartphone, purchased on smartphone;
19% researched on smartphone, visited store to check out products, then purchased online on computer;
18% researched on smartphone, visited store to check out products, then purchased on smartphone;
8% visited the store first, then purchased on smartphone.

Among consumers that used their devices to shop last year, 80% of smartphone shoppers and 70% of tablet users said they used their device more frequently this year. The survey also found that while consumers engage across all devices, they were more likely to look for discounts and coupons on PCs.

The full report can be found on the Google website.

About the author:

Ina Steiner is co-founder and Editor of EcommerceBytes and has been reporting on ecommerce since 1999. She's a widely cited authority on marketplace selling and is author of "Turn eBay Data Into Dollars" (McGraw-Hill 2006). Her blog was featured in the book, "Blogging Heroes" (Wiley 2008). Follow her on Twitter at @ecommercebytes and send news tips to ina@ecommercebytes.com.

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