Smartphone Owners Prefer Online Shopping; More Apt to Buy In-Store

Smartphone owners are more likely to say they enjoy shopping on an online website than in a physical store (69% vs. 64%), but it turns out that they are far more likely to window shop online rather than offline, according to Wave Collapse survey results released in May 2012. Examining respondents’ behaviors across different purchase platforms, the report finds that when in a physical store, 74% mostly purchase, rather than mostly browse (26%). The opposite is true for online channels, such as online websites (71% vs. 29%), mobile websites (76% vs. 24%), and mobile applications (71% vs. 29%), where a clear majority said they mostly browse rather than mostly purchase. (more…)