Beyond the "mobile vs Pc" dichotomy: Profiling online shoppers based on device usage

Availability of a growing number of devices for information searching and purchasing online is affecting consumer habits and companies’ strategies. This paper aims to understand device usage patterns in the online shopping process. The setting for the study is online shopping for Deal of the Day (DoD) coupons by young consumers. The study employs a cluster analysis of respondents based on their device usage. Four clusters emerge and are profiled based on demographic and psychographic characteristics. Consumers display single-device and multi-device behaviours for information search and DoD purchasing and multi-device behaviours are found to be dominant. Multi-device shoppers differ from single-device shoppers in terms of channel usage. Implications for marketers are discussed.