A recent scientific study carried out by Paulo Rita, Full professor of Marketing at NOVA IMS, analyzing the preferences of 770 consumers, reveals that social media and mobile apps are revolutionizing online shopping.

As far as online sales sites are concerned, they are chosen by consumers who value detailed and reliable information, differentiating themselves by the quality of the products and allowing them to check the availability of items in real-time.

On the other hand, when people are looking for more interactive, simple experiences with access to the reviews of products by other consumers – which play an essential role in the purchasing decision – they opt for social media and mobile apps. The younger generations, particularly those aged between 19 and 24, prefer this online shopping method.

In the future, it is predicted that social media and mobile apps will become consumers' primary choice for researching products and services, leaving sales websites as the last option.

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