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28% Of Online Shoppers Using Smartphone To Shop Online, Carat Study Finds

A study by market research agency Carat has found that 28% of online shoppers are using their smartphones to shop online, up from 22% last year.

Tablet computers are also increasingly being used for online shopping, with 26% using these devices, up from 16% the previous year.

"While computers (desktops and laptops) are still the most commonly used devices for online shopping, the popularity of mobile devices continues to grow," Carat said in its latest Pulse newsletter. "While overall, 54% of online shoppers have used a tablet or phone to purchase online, we see that this rises to 80% for 18-34s."

47% of respondents aged 18-34 use a smartphone to shop online, compared to 26% of 35 - 54 year olds and 12% of 55+ year olds.

Media channels are seen as key drivers of online shopping, with 70% of respondents saying they were incentivised to shop online because of TV advertising, with 57% citing newspaper ads as a key driver.

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