The Influential Shopper research, sponsored by SAP Customer Experience, examines consumer spending trends by generational cohort since the start of the Covid-19 pandemic, with a focus on online spending. The research found that Generation Z and Millennials are driving online spending, with a preference for shopping through mobile devices. The research also explores what consumers value in their online and in-store shopping experiences, with personalization and convenience being key factors. Brands and retailers can use these trends to identify opportunities to expand their market share online and rebuild their business strategies for post-pandemic recovery. The research was based on a survey of over 4,000 consumers in the US, Germany, the UK, Italy, and Spain, with quotas for each generational cohort.
