DPDgroup publishes findings on online shopping habits of Europe’s 18-25 generation
DPDgroup has today published market research which it says “reveals deeper insights on behaviours and expectations of European 18-25 generation for online shopping”. The study, conducted in partnership with InProcess, looked at “the different usages, attitudes and expectations related to online shopping of 18-25 year olds in France, Germany, UK, Spain and Poland.”
In a statement published today (3 December), DPDgroup said: “While the major steps of the journey and the overall emotions experienced at each step were similar across all countries, we observed a few differences in each country based on the shoppers’ experience and the national industry offer available.”
Some of the key national differences which the DPDgroup research suggested included:
Germany: DPDgroup said that the survey revealed “a shopping culture marked by the invention of the discount category (e.g. Lidl) leading to a strong desire to find the best deal”. The young Germans also seemed to feel particularly frustrated about “missed deliveries and the effort required to chase down these packages”.
Poland: Young Poles followed more “pragmatic and cautious online shopping strategies” and reported “positive experiences with the locker system as a way of managing the time of delivery”. The option of paying on delivery was popular, and there was “a strong reluctance to making returns due to hassle and cost”.
Spain: The severe economic situation has impacted young people’s spending power and habits. However, with more young people living longer at home with their parents, there are more people in the house to receive deliveries.
The UK: DPDgroup said that the UK has “a culture of high-street shopping that coincides with the high prevalence of online shopping in daily life and the importance of the social link”. The UK 18-25 year olds have also been early adopters of mobile devices with better mobile experiences of shopping applications. DPDgroup added that the UK has “a high rate of returns, even as a strategy of purchase”.
France: According to the DPGgroup statement: “Young people lack motivation to manage administrative tasks related to online shopping. Therefore they are willing to give up the multiple services offered by merchant sites. They are looking for a fluid customer experience, from login to the delivery, simplified by all e-commerce stakeholders.”
