Russians on omnichannel shopping 2020

The survey results revealed that millennials and generation Z were the most frequent in-app shoppers, as per roughly 85 percent of customers in this age category. However, this percentage decreased gradually with age - customers of age 39 to 54 years tended to buy goods through the application with less recurrence.

Customer survey on omnichannel** shopping habits in Russia in 2020, by generation*

Characteristic	Generation Z and Millenials	Generation X	Boomers and Silent Generation
I choose products online and purchase them later offline	73%	72%	74%
I purchase products online after seeing them offline	79%	80%	76%
I purchase products online and pick them up in offline store	80%	79%	79%
I purchase products in the mobile app	84%	69%	55%

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Release date

March 2020

More information

Region

Russia

Survey time period

March 2020

Number of respondents

1,035 respondents

Supplementary notes

* The age groups are divided in the following segments:
Generation Z ( people born after 1994, under 25 years old);
Millennials ( people born between 1981 and 1994, 25-38 years old);
Generation X ( people born between 1965 and 1980, 39-54 years old);
Boomers ( people born between 1946 and 1964, 55-73 years old);
Silent Generation ( people born before 1946, 74 years old and older).

** Omnichannel refers to a retailers with both, physical and digital presence.

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