Analysis of consumer preferences related to the use of digital devices in the e-commerce dimension

The paper deals with investigating thorough analysis that reveals the impact of digitalisation as the development of new communication platforms are changing consumer's purchasing behaviour in the online environment. The main aim of our research is to identify the dynamics of consumer preferences in relation to the communication platforms of digital equipment for purchase in the online environment. To fulfil the aim of the research we are in the period of February - June 2016 conducted a questionnaire survey located across the whole territory of Slovakia. The sample is representative of the Slovak population by gender, age, highest education level of economic activity. For data analysis we used appropriate methods. This article provides information about consumer preferences related to the use of digital devices when people do their shopping online via the Internet. Depending on the results of the analysis, it can be stated that the most preferred device is the notebook for both groups of respondents surveyed, statistically significant gender differences were not detected. The paper includes practical implications particularly for business entities, because knowledge of the options that digital technology conceals leads to the right set of strategies and will follow the effective achievement of business aims. The paper gives attention to do the role brands and marketers, if he wants to succeed in today's extremely competitive battle for customers to identify deeply rooted motives as well as and preferences of consumers.