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European shoppers are quickly climbing the digital maturity curve, but they’re on separate tracks. While both social and online shopping are increasingly popular across the continent, the related habits, beliefs, and motivations of European consumers are as distinct as their national cuisines.
We performed deep qualitative research with groups of consumers from France, Germany, and the UK. Our researchers combined shopper observation with in-depth interview sessions to reveal some of the hidden motivators and attitudes behind the online behaviors of these three cohorts.