The Effect of Smartphones on Online and Offline Shopping

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.