The interactive features in smart TVs that allow users to make purchases directly on the device appear to be having a noticeable impact. For the first time, digital purchases made through televisions have overtaken desktop computers and tablets, reflecting the progress of these features in streaming broadcasts and applications.
According to the 10th edition of The Future Shopper report, prepared by the advertising agency VML, which surveyed 28 thousand consumers from 17 countries, including Brazil, the share of desktop computer usage has decreased from 13% in 2024 to 11% last year and is projected to reach 10% in 2026.
Simultaneously, television usage has increased from 8% over the past two years to 11% in 2026, while the share of tablets, which remained at the level of televisions in 2024 and 2025, has dropped to 7%.
This trend may strengthen in Brazil due to the expansion of TV 3.0 technology, which began implementation this year and makes interactivity during live broadcasts, including the ability to purchase, one of its key elements.
Meanwhile, the presence of computers in Brazilian homes remains minimal: according to a survey published by Anatel last year, only 14% of households owning any computer are equipped with desktop computers. The rise in PC component prices due to the semiconductor sector crisis may hinder significant changes in this area.
This shift places televisions in third place among the devices most frequently used for online purchases, although this number is still significantly lower than the share of purchases made via mobile phones, which stands at 40%.
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Despite the dominance of smartphones, the study reveals issues in the purchasing process. Approximately 40% of respondents stated that shopping via mobile phone is still worse than via computer, and 34% specifically complained about the checkout stage.
More than half of consumers (55%) also believe that brands and retailers should work more on improving navigation on mobile devices. Another indicator shows the impact of excessive stimuli: 50% of respondents have already deleted shopping apps due to the high volume of notifications.
The study also highlights the scenario of preferring online versus offline shopping. The average global e-commerce consumption has decreased to 51% this year after stagnating at 53% for the previous two years. This is also the lowest figure since 2021, when it reached 61% during the pandemic.
However, Brazil maintains high engagement with online platforms, where 58% of consumer spending occurs online compared to 42% in retail. This is the second-largest consumer market online after China (59%), while other South American countries, such as Colombia and Argentina, reach 44% and 47% respectively.
Artificial intelligence is also beginning to act as an intermediary between the consumer and the purchase, and it is gaining popularity. The share of respondents who have already used such tools reached 82% by 2026, with ChatGPT leading among respondent preferences over Gemini: 48% versus 37%.
In addition to answering questions, platforms help consumers understand what they are looking for and compare prices. 45% stated that they are delighted with agent AIs that search for the best price on their behalf, which is what major developers are trying to implement in the latest models.