Shift to online spending

Across the five countries surveyed, the online spending share increased from 38% in Jan-Mar 2020 to 45% in Jun-Aug

Key findings All countries

  • Millennials dominate online spending but it is Baby Boomers surveyed who demonstrated the biggest shift online since the start of the pandemic.
  • Online spending as a share of total spending increased the most for food delivery and footwear, clothing and accessories from January-March to June-August 2020.
  • The ability to shop anywhere at any time is the number-one reason why respondents across all cohorts like shopping online.
  • Access to deals and discounts is an important feature of in-store shopping for the older generation whereas the younger cohorts believe that online channels offer better deals and discounts.

Online spending share


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