In Finland, customer experience specialist SN4Mobile recently surveyed two generations of consumers—Generation Y, the digital natives born between 1980 and 1995, and Generation X, born between 1964 and1979—to discover how digital options affected their shopping and buying.
Researchers investigated the ways these two cohorts used several distinct sources of information during the purchase process. In both groups, an online store was the most popular starting point, with more than one-third of respondents in total saying they went there first. Among Generation X, a manufacturer’s website was the second most popular choice, cited by 26%. But in the younger Generation Y group, just 17% began by collecting information on a manufacturer’s site—the same proportion that went first to consumer reviews. Read the rest at eMarketer.