Abstract

HUNG-JOUBERT, Y  and  VAN HUYSSTEEN, N. Searching, browsing and buying: exploring the devices preferred by South African consumers for online shopping. JCMAN [online]. 2017, vol.14, n.1, pp.362-384. ISSN 1815-7440.

The Internet has significantly changed the way in which consumers shop for products and services. Consumers are able not only to buy online, but also to easily search and browse for different offerings in order to make an informed decision. The purpose of this study was to explore the devices preferred by consumers for online shopping. The results of the study could assist retailers to better target online consumers by improving understanding of their preferences and their reasons for making use of the different digital device types for online shopping. Primary data was collected by means of self-administered online surveys. Respondent demographics and online shopping activities were first identified, followed by consumers' preferred devices and their reasons for using these devices. The research found that desktops, followed by laptops, were the most preferred devices for searching, browsing and buying. Mobile phones were preferred over tablets for searching and browsing, however phones were the least preferred device for buying online. Furthermore, the main reason identified for using any of the preferred devices was convenience. By having a thorough understanding of the preferred devices for each online shopping activity, retailers can ensure that consumers can conveniently search for, browse for and buy products and services online.

Keywords : online activities; online retailers; online shopping; preferred devices; retailers; South Africa.

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