Dive Brief:

• Shoppers aren’t using social media to interact with brands as much as they once did, and retailers should be wary of over-investing in social media, according to a new report by Paris-based IT and business consulting firm Capgemini.

• Mobile shopping, however, has become more important to retailers, according to the firm’s “Digital Shopper Relevancy Report.”

• For this report, Capgemini surveyed more than 18,000 shoppers in 18 countries and compared its results from this year with those from 2012.

Dive Insight:

Although the dampening of consumers’ enthusiasm for interaction and shopping via social media is slight — Capgemini found its “mean importance score” was 3.35 in 2014 compared to 3.39 in 2012 — many retailers have invested handsomely in luring shoppers via social media. Meanwhile, though, the report includes convincing evidence that smartphones are indeed increasingly being used to shop, influencing purchase decisions 40% more this year than two years ago.