Dive Brief:

• The number of consumers worldwide who are shopping online — researching, browsing, and buying — has doubled since 2011, and they are shopping in more categories than ever, according to a new study by Nielsen.

• Most online shopping is still done on computers, but mobile is catching on. 27% of North Americans polled use mobile devices to shop, while the global average for mobile shopping is 44%.

• The research also found that in some categories, including event tickets, apparel, books, toys, and hotel reservations, browsing always leads to buying. For the study, Nielson surveyed more than 30,000 online participants in 60 countries about their online shopping and buying intentions.

Dive Insight:

Nielsen’s John Burbank, president of strategic initiatives, said his firm’s survey found a “consumer mindset that is both adventurous and exploratory when it comes to online shopping.” The study paints a picture of consumers who are turning online to find the things they want at the best prices — for most things in their lives — and are increasingly doing so on their phones.