But we're talking about all users of any kind of connected device.
Retail analyst Zmags defined its target consumer as one that owns devices such as smartphones and tablets, connects to social networks and shops via gadgets.
Thus, 52 per cent of connected consumers are 40-something year old women with an average household income of $63,000, and 43 per cent own smartphones, while 16 per cent own tablets.
This is clearly a much wider group than the self-selecting sample that uses apps.
Which may be why the report found that, across all demographics, 87 per cent prefer shopping via websites and mobile sites, compared to just four per cent that like to use mobile apps.
Further results show 87 per cent of tablet owners did their holiday shopping via their device, spending an average of $325 each and 49 per cent expect to more on their tablet over the next year.
Zmags says: "Retailers need to step up to the tablet. Some retailers are already embracing this opportunity, using a digital catalogue approach.
"Moving forward, retailers and brands need to be ready to engage with connected consumers– wherever and however they chose to shop – by providing creative,browser-based shopping experiences that drive product discovery and inspire purchases."