Nearly half of shoppers across generations prefer mixing physical and online shopping. Millennials (53%) and Gen Zers (51%) lead in mixed shopping preferences. Gen Xers prefer online shopping slightly more (33%) than others. Understanding these differences helps retailers create targeted omnichannel experiences that effectively convert shoppers.

Nearly half (49%) of shoppers prefer mixing physical and online shopping when buying. Three in ten (29%) prefer online-only purchases. One in five (22%) still chooses physical stores. Brands must prioritize seamless omnichannel experiences to satisfy shoppers and boost overall sales performance.

Most shoppers (66%) rely on search engines after product discovery. Online marketplaces and physical retail stores attract nearly half (47%). Social media (32%) and personal recommendations (37%) also heavily influence decisions. Retailers should focus efforts where shoppers research to influence clicks and guide consumers toward purchases.

Most shoppers click products early in search results: 14% stop at page one, nearly half (45%) within three pages. One-quarter explore up to five pages, with few (10%) reaching ten. Retailers should optimize visibility early, use clear messaging, and connect digital and physical shopping experiences to capture buyers effectively.

Most shoppers click based on price (76%), quality images (76%), high customer ratings (72%), and shipping options (68%). Retailers who prioritize clear pricing, product visuals, ratings, and shipping clearly win more clicks. Knowing this helps brands improve their positioning, content, and shopper marketing strategies effectively.

This insight brief reveals how different age groups prioritize aspects of user-generated content (UGC) on product pages. While value for money and product description accuracy gain importance with age, the interest in material quality remains consistent across ages. Younger shoppers focus more on the real-life appearance of products.

This insight brief examines how shoppers value user-generated content (UGC) on product pages, focusing on aspects like value for money, material quality, product description accuracy, and real-life appearance. Highlighting UGC’s critical role in e-commerce, it emphasizes the need for brands to feature authentic customer experiences to build trust and guide purchase decisions.

This insight brief explores the critical role of shopper-generated content in online purchasing decisions. It highlights that shoppers trust and engage deeply with user-generated content, spending significant time on it, especially for costly items. The data suggests that incorporating both user and brand-generated content on product detail pages can enhance trust and relatability, influencing shopper behavior.

High-quality reviews and ratings dominate shopper focus, with visual content and timely feedback playing key roles in product page engagement, underscoring the importance of user-generated content in e-commerce strategies for customer retention.

The insight brief analyzes how age affects reliance on User Generated Content (UGC) in shopping, revealing that under 35s significantly use UGC, with a marked decrease in this trend among older age groups, impacting how brands should target their UGC strategies.