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Consumers are increasingly relying on the Internet and mobile technology for information to help with their purchase decision process, according to a recent study from Ipsos MediaCT conducted with Google.

Among smartphone users, nearly 20 percent of their online purchases are expected to be made on their device this holiday season and about half of smartphone users plan to download or use an app to help with their holiday shopping.

“Online research conducted during the holiday shopping season is prolific and the Internet is the top source for holiday shopping information, beating other traditional and print media sources such as catalogs, newspapers, friends and family,” says Tina Chiu, senior research manager with Ipsos. “Online research also largely influences people’s buying decisions on the brands, retailers, and types of gifts they choose.”

Armed with technology and mobile devices in hand, today’s American consumer is savvy with the tools of the trade, but they are also savvy deal hunters.

“Consumers are on the hunt for deals. They are more vigilant about product research and searching online before heading out to the store,” said Jared Mack, director with Ipsos’ media research team. “Many shoppers this year will wait until after Christmas for post-Christmas deals. Our research predicts that more shoppers will be taking advantage of after Christmas deals compared to prior years and it will be interesting to see after the retailers report their sales data if this predicted trend does hold.”

Ipsos MediaCT is the market research specialization within Ipsos built to reach, engage and more effectively understand today’s digitally-driven consumer in the fast moving media, content and technology space.