IBM's 2012 Smarter Consumer Study revealed that out of this 60 per cent of consumers, 17 per cent want to use three or more technologies -- such as websites, social networking, televisions, etc. -- in that process.

The survey, which looked at the purchasing trends, habits and expectations of more than 28,000 consumers globally, included more than 1800 from Australia. Over the last three years, it has tracked the annual evolution of the 'empowered consumer' in both mature and maturing markets.

"This is the highest percentage in the mature market. It is higher than the US and the UK. Australians want to be adopters of technology, that's what it indicates to us," IBM Global Business Services A/NZ retail industry leader, Ian Wong, said.

In specific, he said that the survey showed that 90 per cent of Australian consumers wanted to use social networking as part of the shopping process. "It should come as no surprise to retailers that digital technologies and the Web are impacting the industry in a major way. However in Australia, the physical presence of a retailer is still very important, so it's not about eradicating bricks and mortar in favour of online," he said.

Australian National Retailers Association CEO, Margy Osmond, said the reports show that consumers are at the core of what drives the how, when and what of the Australian retail sector.