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How can retailers leverage consumer shopping demographics?

A recent study by e-commerce consultancy 2 Visions delves deeper into consumer shopping habits, revealing intriguing insights into the preferences of different generations and regions.

According to a 2 Visions study that surveyed 2,411 Americans between February and April 2024, 72.41% of consumers believe that online shopping offers more variety than traditional brick-and-mortar stores. However, customers shopping in stores usually perceive that physical stores offer higher quality goods than on online platforms – 77.08% prefer physical stores, and 53.85% of online shoppers believe that online platforms offer better quality.

Meanwhile, the Northeast region dominates the survey in terms of online-only shopping, with 30.23% of consumers shopping this way, likely influenced by urban convenience and robust digital infrastructure.