For many young consumers, online shopping is a part of their daily routine. According to a global study from DigitasLBi, half of 25-34-year-old in the U.S. are purchasing something online at least once a day, and 86% of all shoppers say they feel real pleasure when they’re shopping online. Convenience is a major draw for digital generation, but the study also found that interaction before a purchase is crucial, with more than half of U.S. shoppers saying that live chat support is a “must,” and eight in ten saying they look for other shoppers’ opinions online before buying an item. (MediaPost, DigitasLBi)
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