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.
Citation formats
Digital shoppers who consider themselves rational online shoppers, by country 2012
This statistic gives information on the percentage of digital shoppers who consider themselves rational online shoppers in 2012, by selected countries. In 2012, ** percent of digital shoppers in the United States declared themselves to be rational online shoppers.
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Capgemini. (July 10, 2012). Percentage of digital shoppers who consider themselves rational online shoppers in 2012, by selected countries [Graph]. In ÌÇÐÄÆƽâ°æ. Retrieved July 31, 2026, from /statistics/280380/digital-shoppers-who-consider-themselves-rational-online-shoppers-by-country/
Capgemini. "Percentage of digital shoppers who consider themselves rational online shoppers in 2012, by selected countries." Chart. July 10, 2012. ÌÇÐÄÆƽâ°æ. Accessed July 31, 2026. /statistics/280380/digital-shoppers-who-consider-themselves-rational-online-shoppers-by-country/
Capgemini. (2012). Percentage of digital shoppers who consider themselves rational online shoppers in 2012, by selected countries. ÌÇÐÄÆƽâ°æ. ÌÇÐÄÆƽâ°æ Inc.. Accessed: July 31, 2026. /statistics/280380/digital-shoppers-who-consider-themselves-rational-online-shoppers-by-country/
Capgemini. "Percentage of Digital Shoppers Who Consider Themselves Rational Online Shoppers in 2012, by Selected Countries." ÌÇÐÄÆƽâ°æ, ÌÇÐÄÆƽâ°æ Inc., 10 Jul 2012, /statistics/280380/digital-shoppers-who-consider-themselves-rational-online-shoppers-by-country/
Capgemini, Percentage of digital shoppers who consider themselves rational online shoppers in 2012, by selected countries ÌÇÐÄÆƽâ°æ, /statistics/280380/digital-shoppers-who-consider-themselves-rational-online-shoppers-by-country/ (last visited July 31, 2026)
Percentage of digital shoppers who consider themselves rational online shoppers in 2012, by selected countries [Graph], Capgemini, July 10, 2012. [Online]. Available: /statistics/280380/digital-shoppers-who-consider-themselves-rational-online-shoppers-by-country/
