Finland: shopping and information

Differences between Gen X and Gen Y digital shoppers revealed.

In Finland, researchers looked at the ways in which two groups of consumers use different sources of information during purchasing processes.  They surveyed Generation X consumers (those born between 1964 and 1979) and Generation Y digital natives (born between 1980 and 1995).

Over one third of all respondents said that an online store was their starting point.  However, after that, preferences varied:

  • Gen X shoppers’ most popular next port of call was a manufacturer’s website (26%)
  • Gen Y shoppers’ most popular next port of call was consumer reviews

When asked about their single information source that most influenced purchasing decisions:

  • 33% of Gen X respondents cited physical shops but only 18% of Gen Y
  • Gen Y cited friends and reviews as being the most influention in their purchasing decisions.

More information via eMarketer.