50% Of Online Shoppers Use Their Phones During Path To Purchase, Euromonitor Study Shows

By Steve Wynne-Jones
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50% Of Online Shoppers Use Their Phones During Path To Purchase, Euromonitor Study Shows

An impressive 50 per cent of online shoppers use their mobile devices during the path to purchase, a new study by Euromonitor International has revealed.

The survey focused on hyperconnected consumers and their use of technology, including shopping habits and attitudes toward online privacy and security.

According to the new survey, Consumers in the Digital World: Hyperconnectivity and Technology Trends, Internet-connected consumers in both developed and emerging markets are expanding their use of technology in everyday life, leading to significant changes in how they interact with the world around them.

Constant Internet access also allows the hyperconnected consumer to utilise their phone or mobile device to compare prices, product details, and purchase goods wherever and whenever.

According to the survey results, 94 per cent of respondents go online to research a potential purchase, regardless of whether they end up buying on a website or in-store.


Internet-connected consumers in emerging markets, particularly India and China, are leading the way in online shopping. For example, 87 per cent of internet-connected consumers in China typically purchase apparel online, as do 73 per cent in India.

“Understanding how the consumer utilises technology in their purchasing decisions is crucial for companies striving to grow their customer base,” said senior survey analyst Lisa Holmes.

“As consumers continue to become more hyperconnected, the need to market products and make them easily accessible through technology is more important than ever.”

© 2015 European Supermarket Magazine – your source for the latest retail news.

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