40% of mobile consumers who are actively shopping for new products use their devices to research their purchases, says new study.

Mobile’s makeover of online shopping is well-documented in this week’s infographic, which is based on a new study by Millward Brown Digital.

For instance, mobile consumers use search engines more often than PC users. They visit retail websites and social media portals more frequently too, which offers advertisers many more opportunities to connect with them. The study also shares where mobile users are shopping, what they’re shopping for, and other valuable insights to help mobile marketers tweak their campaigns.

Key stats from the study and infographic:

• 40% of mobile consumers who are actively shopping for new products use smartphones and/or tablets to research their purchases

• Mobile shoppers average 6.2 monthly visits to retail sites, versus 2.9 visits a month on PCs

• Mobile shoppers are 2.5 times more likely to be tech enthusiasts and 4 times more likely to be football fans than PC users

These findings synch up with what we learned in our recent Smart Mobile study, which surveyed 10,000 mobile shoppers and found that 84% start their mobile shopping activities at home.