New Zealanders are becoming increasingly reliant on technology to shop.

Colmar Brunton research shows almost eight out of ten of us have bought a product or service online in the past three months.

Three-quarters of people use the internet to compare prices, more than half check out product reviews - and the vast majority say reviews are important factors in what they buy.

People in their thirties are the most likely to compare products online.

The survey also found more people are warming to the idea of using a cell phone to pay at checkouts, though a lot of people still think it's a step too far.