After more than a decade of tracking consumers’ use of digital technology, Havas Worldwide has undertaken a major study to explore emerging paths to purchase around the world. Working with research partner Market Probe International, we surveyed 10,219 adults in 31 countries, representing a combined population of more than five billion.
What did we discover?
As e-commerce extends to mobile technologies, growing numbers of hyperconnected consumers are making smartphones a regular part of their purchasing processes. This worldwide trend is moving fastest in certain emerging markets, where switched-on consumers are proving more apt to embrace m-shopping than are their developed-market peers. Our research shows that just 16 percent of US online consumers have used a smartphone to shop online, far short of the 50 percent in China, 48 percent in Singapore, and 42 percent in India who have done so.
Many consumers are using multiple devices for their e-shopping, although desktop computers are still the main go-to device in all countries. Overall, 80 percent have shopped through a home computer, 24 percent through a work computer, 25 percent through a smartphone or other mobile device, and 14 percent through a tablet.
For more results from the study, scroll to the top of this page (right side) to request the "Digital and the New Consumer: Emerging Paths to Purchase" white paper.