A new UK study has highlighted the impact of social media on shopping habits, revealing that women are becoming increasingly fluid in where they spend online -- with some even taking to their phones during weddings and toilet visits.
The study by online retailer Very.co.uk showed increased usage of smartphones and tablets has not only given women the chance to shop whenever and wherever they feel, but has also meant they turn to social media to ask friends what they should purchase.
The company interviewed 1,000 women with 37 percent admitting to shopping while in bed and another 37 percent confessing to making purchases online when they should be working.
Thirty-three percent have been shopping online during their commute, while 18 percent said they had made purchases while using the toilet and a shocking 3 percent have slyly bought items online while at a friend's wedding.
Meanwhile, over a quarter of women aged under 25 admitted that they had used social media such as Facebook, Twitter and Pinterest to get feedback from pals when deciding to make a purchase.
"The rise of smartphones and tablet computers means that there are no longer boundaries to shopping and women are never far from being able to get their fashion fix," Very.co.uk style director Rebecca Elderfield was quoted as saying in The Daily Mail August 2.
"Women can get inspiration for the latest looks as well as the seal of approval from dozens of friends in a matter of seconds, meaning the way we select, buy and chat about fashion has changed dramatically."
The popularity of outfit sharing is highlighted by the fashion industry's love affair with Instagram, while interactive photo-sharing app Trendabl launched earlier this year, allowing users to take a picture or upload an image from their library and post it to the Trendabl network with appropriate tags and then choose to post it to Tumblr, Facebook and/or Twitter.
Other fashion ventures tapping into the desire for style sharing include website and mobile app Fashism allowing users to receive community feedback on their outfits, and Pose, letting users upload their outfit successes and gain inspiration from fellow fashionistas.