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Shopping and Retail Report

With many physical stores closed down for a significant portion of last year, young consumers were motivated to online shop more than ever—and our Shopping and Retail report from 2020 revealed that they were preferring it to the in-store experience. This year’s Shopping and Retail report will check back in with Gen Z and Millennials’ preference for online versus in-store shopping in our current COVID phase, what are the deciding factors in their preference, and where they’re shopping most according to their actual behaviors.

Download the full report for further insights

  • Whether young consumers prefer to shop online or in-store post-COVID
  • The deciding factors on young consumers' preference for online and in-store shopping
  • Online shopping's biggest setbacks according to young consumers and the technology that is addressing these needs
  • The group that is most interested in loyalty and rewards programs, and what they want from these programs
Report length: 12 pages

North America report based on a survey of 1450 13-39-year-olds in the U.S. and Canada, fielded in June 2021. Western Europe report based on a survey of 1300 13-39-year-olds in the U.K., Italy, France, Germany, and Spain, fielded in June 2021.

All surveys fielded after June 1, 2021 are expanded to a North American sample and totals now reflect the views of 13-39-year-olds in both the U.S. and Canada

Additional survey content for Pro users: Favorite place to shop, mobile apps used to shop, stores they regularly shop at, participation in “buy now, pay later” services, whether they would rather spend money on experiences versus products, and interest in various shopping experiences. 

Recent years' reports on this topic

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North America
Western Europe