Shoppers in both groups were also asked which single information source most influenced their final purchase decisions. Here, too, there were key differences. A physical store was by far the most important factor for older shoppers, mentioned by 33%; among Generation Y, only 18% considered that the key influence. In fact, the younger age bracket said consumer reviews and friends’ recommendations had a greater impact on them than any other sources of information, including brick-and-mortar or online stores.
Finland is already one of Western Europe’s most successful digital shopping markets. Business-to-consumer ecommerce sales, including travel, will reach $13.87 billion this year, eMarketer predicts—outpacing the totals in Norway and Sweden, for example. Read the rest at eMarketer.