Digital Marketing Researches & Reports

Know Your Customer: UK Shopper Survey 2018 |

E-Commerce & Retail | UK

A recent survey conducted by on 1,500 UK shoppers demonstrated the shopping behaviour of all generations to gain a better understanding of how they shop, how they feel when shopping, how long they spend shopping, what influences their perception of brands, and how they like to pay. Take a glimpse at the top line findings:

How Generation Y and Generation Z (16-29 Years) Shop Online

  • 75% of Gen Y & Gen Z reported that they feel guilty after making the decision to buy something.
  • 56% of Gen Y & Z shoppers read online reviews when deciding whether to buy something, while 34% prefer to ask friends or family for their opinion and 16% browse social media brand’s page.
  • These two generations are more likely than any other generation to try the product out in store with a rate of 29%.
  • In terms of the role of social media, 61% claimed that they bought things they see advertised on social media, while 51% of them would like to be able to buy directly from social media platforms.
  • Facebook (69%), Instagram (56%), Snapchat (21%), Pinterest (19%) and Twitter (18%) are the top platforms that Gen Y & Z would like to be able to buy directly from.
  • Credit card is the most preferred payment method for these two generations with a rate of 84%, followed far by Apple Pay (25%), Google Pay (16%) or Samsung Pay (9%).

How Millennials and Gen X (30-44 Years) Shop Online

  • 66% of shoppers aged 30-44 years old reported that they feel guilty after making the decision to buy something.
  • 58% of shoppers aged 30-44 years reported that they read online reviews to find the best product for them.
  • Just 52% of them indicated that they’ll buy things after they’ve seen them advertised on social media and 52% of them want to buy directly from those platforms.
  • Facebook (82%) is the top platform they would like to be able to buy directly from, followed far by Instagram (40%) and Twitter (23%).
  • Online shoppers in the UK aged 30-44 years are more likely to use credit or debit card (82%). Just 17% prefer to pay with Apple Pay and 13% prefer to pay with Google Pay.
Know Your Customer: UK Shopper Survey 2018 | 1 | Digital Marketing Community

A New Survey on UK Online Shopper – 2018


Data is based on 1500 UK shoppers.

Financial Services

Founded in 2012, delivers unified payment solutions, increased payment processing speed, greater reliability, and adaptability to the needs of businesses to give them full payment data visibility to increase conversions on their websites and offers card acquiring around the world, helps businesses accept the most impactful local payment methods and supports over 150 currencies - all through a single API integration.

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