Few digital shoppers in developed countries feel that social media will play an increased role in their shopping journeys over the next 3 years, though most consumers in emerging markets such as the BRIC countries disagree. That’s according to a recent report from Capgemini, which also finds consumers placing less importance on the role of social media than they did 2 years ago. Indeed, compared to the 2012 survey, consumers place less importance on social media in the awareness, choice, and post-sales stages of the shopper journey across each of the 5 verticals measured (food, health, fashion, DIY and electronics). In each case, websites appear significantly more important to the journey, while the role that smartphones play is on the rise. Read the rest at MarketingCharts.