Drivers of participation in online video shopping events U.S. 2022, by generation
Across all generations of U.S. consumers who have ever participated in online video shopping, the offering of a 'buy now, pay later' service is the most important feature which determines whether they will participate in such events. This service was particularly important to Gen X consumers, with 62 percent saying it was the most significant factor determining their participation. It is notable that the degree to which consumers actually need or want the products being offered in these online video shopping events is, across all generations, not a particularly important factor in determining participation.