Half of all Under 35s believe all their future shopping will be online

A survey of 1,200 UK shoppers (Emotional Logic) revealed that almost half (48%) of 18-34 year olds believe that online shopping will substitute their offline shopping almost completely in the future. A similar percentage (47%) also agree that online shopping excites them more than shopping in a store.

Across all age groups only 29% agree that online will replace almost all their offline shopping and only 26% are more excited by online shopping than visiting a bricks & mortar store.
This trend towards online purchasing illustrates how critical channel integration is for retailers, especially if they are targeting younger age groups.


As researchers we not only want to understand and identify the new emerging shopper types and their attitudes which are shaping the world, but also how this happens. We have asked consumers both in the UK and US and put together a free report for brands which reveals the psychological shifts that have occurred. Privacy policy.