WE Shopping and Retail Report

Vital insights into Gen Z and Millennials' behavior, plans, and views—with major takeaways for brands.

In Western Europe, online shopping has officially edged out shopping in-store with the majority of young consumers in the U.K., Germany, France, Italy, and Spain telling YPulse they prefer to look for products virtually. Online shopping got a boost from the pandemic, which motivated young consumers to shop online more than ever. But with COVID vaccines available and brands reopening physical retail locations to full capacity, young consumers once again have the opportunity to shop in-store. Now the question is: will they?

This report looks at Gen Z and Millennials’ preference for online versus in-store shopping in our current COVID phase, what the deciding factors are for their preference, and where they’re shopping most.

Download the full report for insights on: 

  • Whether young consumers in Western Europe prefer to shop online or in-store post-COVID
  • The deciding factors on young European 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

Based on a survey of 1300 13-39-year-olds in the U.K., Italy, France, Germany, and Spain, fielded in June 2021 

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. 

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