BUSINESS: Research + Stats Smartphones and Influencers Shape Shopping Recommendations By Staff Wednesday, December 7, 2022 3:05 PM Smartphones have become a top way for Americans to shop online, according to a Pew Research Center report. According to the survey, roughly three-quarters of U.S. adults (76 percent) say they ever buy things online using a smartphone, while a somewhat smaller share (69 percent) say they ever make purchases via desktop or laptop computers. Far fewer Americans (28 percent) report ever buying things online using a tablet.Mobile phone shopping is especially common among adults under age 50. Approximately nine-in-10 Americans ages 18 to 49 (91 percent) say they ever buy things online using a smartphone, compared with 69 percent of adults 50 to 64 and 48 percent of those age 65 and older.About a third of U.S. adults (32 percent) say they use a smartphone to buy things online at least on a weekly basis, while 21 percent say the same for desktop or laptop computers. This figure drops to just 7 percent for shopping on tablets, according to survey results.When asked whether they generally prefer to buy things online or from a physical store, 57 percent of U.S. adults say, given the choice, they prefer in-person shopping. A smaller share (38 percent) opt for an online experience.Many younger social media users follow influencers and make purchases based on their recommendations, the survey showed. About four-in-10 social media users (39 percent) say influencers or content creators impact their decisions about what to purchase at least a little, but only 3 percent say these groups have a significant impact on what they buy. Not surprisingly, younger social media users are the most likely to say influencers affect their purchasing habits.