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What devices do consumers across the world use to shop online?

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What devices do consumers across the world use to shop online?

It differs by country.

According to a new survey of global consumers, there’s a big difference in the preferred device for online shopping based on the country of the consumer.

The survey, conducted in February, 2015, was jointly carried out by Google Consumer Surveys and translation provider One Hour Translation based on a representative sample of 800 respondents - 100 each from the US, the UK, Australia, Canada, Italy, Germany,the Netherlands and Japan.

"This survey shows that m-commerce is catching up with e-commerce in terms of preferred device for shopping, but there are still big differentiations between countries."

62% of all respondents worldwide answered that their usual device for "online shopping" is still the desktop computer or laptop. In Australia, that figure rises to 70%. In the US, 63% prefer online shopping on their computers.

But in the UK almost half (48%) prefer to shop on their mobile device. No respondents from the UK answered that they never shop online. In Japan, only 51% responded that they usually shop online with a computer.

The full results indicated the following:

  • USA (63% usually shop online on computer, 33% on mobile device)
  • Canada (66% computer, 33% mobile)
  • UK (52%, 48%)
  • Australia (70%, 28%)
  • Germany (63%, 33%)
  • Italy (61%, 37%)
  • Netherlands (68%, 31%)
  • Japan (51%, 42%)


"This survey shows that m-commerce is catching up with e-commerce in terms of preferred device for shopping, but there are still big differentiations between countries," said Ofer Shoshan, CEO of One Hour Translation. "Online retailers should be aware of the different preferences of the audience in each area and be sure to localize their mobile sites and applications for each audience." 

The survey results follow similar results of a One Hour Translation survey completed in Q4 of 2014 with 2,000 participants from Germany, Italy, the Netherlands, Japan and Canada. According to that survey, 83% of Italians prefer to buy goods and services online in their native language, compared with 80% of Germans, 65% of the Dutch, 74% of Canadians and no less than 90% of Japanese people.

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