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Digital shoppers who consider themselves rational online shoppers, by country 2012

Percentage of digital shoppers who consider themselves rational online shoppers in 2012, by selected countries

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Release date

July 2012



Survey time period


Number of respondents

16,000 respondents

Special properties

People who have used technology during shopping processes

Method of interview

Online survey

Supplementary notes

Rational Online Shoppers are relatively confident online shoppers buying mostly fashion products and electronics. Overall, they are the second most active online shopper segment. The Internet is their preferred channel throughout the shopping journey but they have little interest in using social media and mobile apps for shopping.

The source does not provide exact information regarding the date of the survey or age of respondents.
The findings are based on 16,000 interviews with people who have used technology during the shopping process across 16 countries, representing developing as well as mature markets: Australia, Brazil, Canada, China, Finland, France, Germany, India, Italy, Mexico, Russia, Spain, Sweden, Turkey, the United Kingdom and the United States.

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Statistics on "Digital shopping behavior in Europe"

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