Nielsen’s global e-commerce survey was conducted in 60 countries with more than 30,000 internet users. According to John Burbank, Nielsen president who oversees strategic initiatives, thanks to rapidly changing digital opportunities consumers have started to think of online shopping as some kind of adventure or discovery experience. Since 2011 the proportion of those who want to buy groceries online grew by 5 percentage points to 27 percent; online cosmetics buying intention rose 6 percentage points to 31 percent. The survey revealed that 33 percent of internet users search for cosmetics products online and 31 percent purchase them online. In the case of groceries the same ratios are 30 and 27 percent, respectively. Mr Burbank reckons that if a relatively high proportion of consumers buy a product online in relation to the proportion of how many of them just search for them, this index shows that the product is purchased repeatedly by loyal consumers. This is good news for online retailers: the time has come to start experimenting with selling in several channels as many consumers gather product information and make purchases regularly – both online and offline. Computers are the most popular tools for searching for product info and buying online, but mobile phones are almost as popular devices in this sense in Asia/Oceania (52 percent) and Latin America (48 percent); in Europe 33 percent and in North America 27 percent of the survey’s participants use their mobiles this way. Now the question is will smartphones make people quit the habit of the big shop and make them buy a couple of things in several stores every day?