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.
