As of early 2023, nearly 50 percent of millennials in the United Kingdom (UK) said they would do most of their shopping online if they could choose freely, making it the generation most in favor of buying on the web. At less than 25 percent, not as many baby boomers enjoyed online shopping. It was also the only generation with a higher share of shoppers who would choose to do most of their shopping in-store.
Share of consumers that would prefer to shop mostly online/in-store in the United Kingdom (UK) in 2023, by generation
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Share of consumers that would prefer to shop mostly online/in-store in the United Kingdom (UK) in 2023, by generation
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The source explains that missing percentage points to 100 percent make up the population with a neutral preference.
* The total sample size of 17,218 includes a minimum of 1,000 respondents in each of the 17 markets analyzed.
The release date is the date of access.
The source does not provide information on the original wording used during the survey. Thus, the wording chosen for this statistic may differ slightly from the one in the survey.
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Klarna. (May 12, 2023). Share of consumers that would prefer to shop mostly online/in-store in the United Kingdom (UK) in 2023, by generation [Graph]. In Statista. Retrieved April 09, 2025, from https://www.statista.com/statistics/1390013/mostly-online-vs-offline-shopping-uk-generation/
Klarna. "Share of consumers that would prefer to shop mostly online/in-store in the United Kingdom (UK) in 2023, by generation." Chart. May 12, 2023. Statista. Accessed April 09, 2025. https://www.statista.com/statistics/1390013/mostly-online-vs-offline-shopping-uk-generation/
Klarna. (2023). Share of consumers that would prefer to shop mostly online/in-store in the United Kingdom (UK) in 2023, by generation. Statista. Statista Inc.. Accessed: April 09, 2025. https://www.statista.com/statistics/1390013/mostly-online-vs-offline-shopping-uk-generation/
Klarna. "Share of Consumers That Would Prefer to Shop Mostly Online/In-store in The United Kingdom (Uk) in 2023, by Generation." Statista, Statista Inc., 12 May 2023, https://www.statista.com/statistics/1390013/mostly-online-vs-offline-shopping-uk-generation/
Klarna, Share of consumers that would prefer to shop mostly online/in-store in the United Kingdom (UK) in 2023, by generation Statista, https://www.statista.com/statistics/1390013/mostly-online-vs-offline-shopping-uk-generation/ (last visited April 09, 2025)
Share of consumers that would prefer to shop mostly online/in-store in the United Kingdom (UK) in 2023, by generation [Graph], Klarna, May 12, 2023. [Online]. Available: https://www.statista.com/statistics/1390013/mostly-online-vs-offline-shopping-uk-generation/
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