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Western Europe

What Influences Young Europeans’ Purchases in the U.K., France, Germany, Spain, and Italy

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It’s not just ads or word of mouth in the traditional sense driving purchases anymore… 

TL;DR

  • Young Europeans are being shaped by a mix of influences, with recs from friends and family and online reviews at the top
  • Purchase influences vary across countries, meaning what works in one market may not resonate in another
  • Young Brits especially are being shaped by ads and reviews on social media
When deciding what to buy, young Europeans are seeking out reviews, recommendations, and proof to make sure they’re making the “right” choice with their money. Social media, of course, has a large influence among these young consumers. While in-person word-of-mouth remains the top influence for young Europeans when purchasing something, they are just as, if...

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