In a 2020 survey, nearly nine out of ten European consumers aged 18 to 34 expressed interest in one or more forms of shoppertainment. The study was conducted in four European countries: Poland, Spain, France, and the United Kingdom. Almost 70 percent of respondents in those countries between 35 and 54 years old reported interest in shoppertainment. That included live streaming on e-commerce platforms, social media livestreaming, product content posted by social media influencers, and interactive gaming features.
Share of consumers interested in shoppertainment in Europe in 2020, by age group
among those who purchased products or services online at least quarterly
Method of interview
Online survey
Supplementary notes
The study was conducted in four European countries, namely Poland, Spain, France, and the United Kingdom.
According to the source shoppertainment includes: livestreaming on e-commerce platforms, social media livestreaming, product content posted by influencers on social media, and interactive gaming features.
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Forrester Research. (February 18, 2021). Share of consumers interested in shoppertainment in Europe in 2020, by age group [Graph]. In Statista. Retrieved November 22, 2024, from https://www.statista.com/statistics/1277097/consumer-interest-shoppertainment-europe-age-group/
Forrester Research. "Share of consumers interested in shoppertainment in Europe in 2020, by age group." Chart. February 18, 2021. Statista. Accessed November 22, 2024. https://www.statista.com/statistics/1277097/consumer-interest-shoppertainment-europe-age-group/
Forrester Research. (2021). Share of consumers interested in shoppertainment in Europe in 2020, by age group. Statista. Statista Inc.. Accessed: November 22, 2024. https://www.statista.com/statistics/1277097/consumer-interest-shoppertainment-europe-age-group/
Forrester Research. "Share of Consumers Interested in Shoppertainment in Europe in 2020, by Age Group." Statista, Statista Inc., 18 Feb 2021, https://www.statista.com/statistics/1277097/consumer-interest-shoppertainment-europe-age-group/
Forrester Research, Share of consumers interested in shoppertainment in Europe in 2020, by age group Statista, https://www.statista.com/statistics/1277097/consumer-interest-shoppertainment-europe-age-group/ (last visited November 22, 2024)
Share of consumers interested in shoppertainment in Europe in 2020, by age group [Graph], Forrester Research, February 18, 2021. [Online]. Available: https://www.statista.com/statistics/1277097/consumer-interest-shoppertainment-europe-age-group/
