Nielsen report that more Australian consumers shopped online in 2013 than those who did online banking. They also say that nine in 10 (89%) of consumers purchased a product online last year. Some products have higher purchasing rates online than others. Online research on printed books, clothing and digital music have high online purchasing rates, whereas online-to-offline sales are the best for grocery shopping, liquor, restaurant, clothing and pharmacy items. By using a smartphone, consumers can be in a bricks 'n' mortar store but online as well, doing research. More than one in 10 online Australian shoppers use their smartphone to make a purchase and the same proportion purchase via tablet (13%).