HOW WE SHOP THE CHANGING FACE OF EUROPE'S CONSUMER - A
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HOW WE SHOP THE CHANGING FACE OF EUROPE’S CONSUMER EMEA RESEARCH AND CONSULTING A
2
HOW WE SHOP - THE CHANGING FACE OF EUROPE’S CONSUMER
DISCLAIMER 2013 CBRE
CBRE Ltd has taken every care in the preparation of this report. The sources of information used are believed to be accurate and reliable, but no guarantee of accuracy
or completeness can be given. Neither CBRE, nor any CBRE company, nor any director, representative or employee of CBRE company, accepts liability for any direct or
consequential loss arising from the use of this document or its content. The information and opinions contained in this report are subject to change without notice.
No part or parts of this report may be stored in a retrieval system or reproduced or transmitted in any form or by any means electronic, mechanical, reprographics,
recording or otherwise, now known or to be devised without prior consent from CBRE.INTRODUCTION 3
Between March and April 2013, we surveyed 10,000 The first reaction to the survey findings was presented
consumers in 10 European countries* to discover in our report: How We Shop – Inside the Minds of
where and how they shop. This new survey builds upon Europe’s Consumers. This report examines in more
our ground-breaking research on consumer attitudes to detail where and how people shop according to their
HOW WE SHOP - THE CHANGING FACE OF EUROPE’S CONSUMER
online shopping, published in 2011. demographic profile.
The results reveal the different channels consumers use *Countries covered in the survey:
when shopping for food and clothes; also highlighting
the continuing importance of the physical store to online Belgium Italy
shoppers. Consumers told us what attracts them to France Poland
their preferred shopping centres and the extent to which Germany Russia
they use digital marketing initiatives while inside. They Great Britain Spain
segmented their clothing spend, from value to luxury retail Hungary Sweden
brands, and gave us an insight into their future shopping
habits.
10,000 CONSUMERS
10 EUROPEAN COUNTRIES4 WHERE DO CONSUMERS
SHOP FOR CLOTHING
AND FOOTWEAR?
HOW WE SHOP - THE CHANGING FACE OF EUROPE’S CONSUMER
THE 16-24 AGE YOUNG ADULTS ARE
GROUP SHOP THE MOST FREQUENT
ONLINE WITH A SHOPPERS ACROSS ALL
MOBILE 7 TIMES LOCATIONS AND METHODS
MORE OFTEN THAN OF SHOPPING
THOSE AGED 55-64
• When shopping for fashion, consumers are most
likely to visit local/neighbourhood shops, doing so
THE 55-64 AGE GROUP SHOP
about once every three weeks (18 times a year). This IN OUT-OF-TOWN SHOPPING
increases to 19 times a year in the 16-24 age group CENTRES, TOWN CENTRES
but falls to 14 times a year for those aged 55-64. AND ONLINE USING A
COMPUTER WITH A SIMILAR
• In fact, young adults (16-24 years) are the most FREQUENCY
frequent shoppers across all locations/methods of
shopping and age groups with the exception of the
25-34 age group which are the most frequent out-of- • Gender has little bearing on where and how often
town shoppers, due primarily to higher car ownership. people shop, with the notable exception of shopping
online where men shop slightly more often (10 times a
• The difference in shopping patterns between young year) than women (8 times a year).
and old is most apparent in town centres (17 times a
year in the 16-24 age group compared with 8 times a • Likewise, income has little impact on the locations
year for those aged 55-64) and shopping online using used for shopping. Those on lower incomes shop
a mobile phone (8 times a year compared to once a locally slightly more often (19 times a year) than
year). those on higher incomes (16 times a year), and,
perhaps surprisingly, Factory Outlet Centres appeal
• The preference among young adults for town centres to consumers across the income spectrum, with better
is due to the ease of access offered by local shopping and less well-off consumers shopping for discounted
facilities and lower car ownership among this age brands 5 times years, on average.
group.
• Older age groups visit out-of-town shopping facilities
just 6 times a year, but this is similar to the frequency
that they shop in town centres, and shop online with
a computer. As town centres account for the vast
majority of the retail space in most of the survey
countries, the preference for out-of-town among
many older consumers suggests that they like the
‘convenience’ of out-of-town locations, which provide
easy access by car and free parking. Shopping online
also provides a convenient option for this age group.FIGURE 1: YOUNG ADULTS ARE THE MOST FREQUENT SHOPPERS OF ALL AGE GROUPS
Q. How many times a year do you use these methods/outlets for clothes shopping?
5
LOCAL /NEIGHBOURHOOD SHOPS
19
16 - 24
14 AGE GROUP
HOW WE SHOP - THE CHANGING FACE OF EUROPE’S CONSUMER
TOWN CENTRE - HIGH STREET
17 55 - 64
8 AGE GROUP
ONLINE OVER COMPUTER (DESKTOP)
13 EUROPEAN
AVERAGE
6
OUT-OF-TOWN - SHOPPING CENTRES
11
6
OUT-OF-TOWN - SUPERMARKET/HYPERMARKET
10
6
OUT-OF-TOWN - RETAIL PARK
9
4
FACTORY OUTLET CENTRES
8
2
ONLINE MOBILE PHONE
8
1
ONLINE TABLET
6
1ONLINE SHOPPING
6
• Whilst young adults are the most frequent online • Income makes little difference to the frequency of
shoppers in Europe, there are huge differences by shopping online, however those who live in cities and
country. In the under 35 age group, Germans shop towns shop online using a computer more often (11
online 29 times a year, on average, compared with times a year) than those in villages (7 times a year).
once a year in Hungary and twice a year in Poland. This is true for all countries in Western Europe, apart
HOW WE SHOP - THE CHANGING FACE OF EUROPE’S CONSUMER
The frequency of shopping online in Russia is slightly from Germany where village dwellers shop online
higher (6 times a year) and those Russians that do slightly more often than those living in urban areas.
shop online do so 17 times a year, a similar frequency
to Spain and Belgium.
FIGURE 2: HUGE DIFFERENCES BY MARKET FOR CONSUMERS (16-35) SHOPPING ONLINE
Q. How many times a year do you shop online?
29
24
18
17
15
11 11
6
2 1
GERMANY GREAT BRITAIN ITALY SWEDEN FRANCE SPAIN BELGIUM RUSSIA POLAND HUNGARY
GROCERY
• Unlike shopping for fashion, age has little influence • Shopping online for grocery is most common in the
on where and how often people shop for grocery 25-34 age group - 31% have done so, compared
goods. Young adults (the 16-24 age group) shop with 24% in Europe as a whole. It is almost non-
slightly more often than those aged 55-64, across existent as an activity among the older age groups.
all locations and methods of shopping, with the Only 14% of those aged 55-64 years have ever
exception of local/neighbourhood shops where those shopped for grocery online.
aged 55-64 shop slightly more frequently.
• Europeans rarely shop online for grocery – just 5
times a year, on average. Consumers in Great Britain
are the notable exception, shopping online for grocery
13 times a year, on average, which rises to 17 times a
year in the under 35 age group.FIGURE 3: AGE HAS LITTLE INFLUENCE ON FREQUENCY OF GROCERY SHOPPING
Q. How many times a year do you use these methods/outlets for grocery shopping?
7
LOCAL/NEIGHBOURHOOD SHOPS
58
16 - 24
65 AGE GROUP
TOWN CENTRE - SUPERMARKETS
HOW WE SHOP - THE CHANGING FACE OF EUROPE’S CONSUMER
37
55 - 64
25 AGE GROUP
TOWN CENTRE - SHOPPING CENTRES
23
EUROPEAN
16 AVERAGE
TOWN CENTRE - HIGH STREET
26
24
OUT-OF-TOWN SUPERMARKET/HYPERMARKET
19
16
OUT-OF-TOWN - SHOPPING CENTRES
16
16
OUT-OF-TOWN - RETAIL PARK AND/OR BIG BOX RETAIL
11
7
ONLINE OVER COMPUTER (DESKTOP)
7
2
ONLINE MOBILE PHONE
6
1
ONLINE TABLET
5
18 HOW DO CONSUMERS
GET TO THEIR SHOPPING
DESTINATION?
HOW WE SHOP - THE CHANGING FACE OF EUROPE’S CONSUMER
CAR IS STILL KING –
FOR BOTH GROCERY AND
FASHION SHOPPING
• Cars remain the most widely used form of • Out-of-town shopping centres usually offer free
transport when shopping, apart from visits to local/ parking, but town centre shopping facilities normally
neighbourhood shops, when most people walk. The charge. Are town centres putting themselves at a
differences by demographic group are unsurprising: disadvantage? The answer is almost certainly yes, and
the wealthier the income group the more likely they this disadvantage is often compounded by the fact
are to use a car for shopping; village dwellers use that town centre facilities tend to be highly dispersed
a car more often than those living in city; and those with poor access.
aged 16 to 24 use a car for shopping less often than
other age groups.
FIGURE 4: HIGH INCOME INDIVIDUALS ARE THE BIGGEST USERS OF CARS FOR CLOTHES SHOPPING
Q. The last time you went clothing shopping to a town centre - how did you get there?
39%
LOW INCOME
17%
28%
48%
MID INCOME
15%
21%
64%
HIGH INCOME
12%
17%ONLINE COMPLEMENTS 9
IN STORE
THE PHYSICAL STORE IS THE STORE IS
IMPORTANT FOR VIEWING AND IMPORTANT FOR BUYING
HOW WE SHOP - THE CHANGING FACE OF EUROPE’S CONSUMER
TOUCHING PRODUCTS BEFORE FASHION ONLINE BUT IS
BUYING ONLINE FOR ALL EVEN MORE IMPORTANT
DEMOGRAPHIC GROUPS – EVEN FOR ONLINE GROCERY
FOR THOSE AGED 16 TO 24 SHOPPING
CLOTHING
• When buying clothing and footwear online most France, Sweden and Belgium, where picking up goods
people (64%) prefer home delivery. Preferences vary from a local delivery point (favoured by over 20%) is
little by demographic group, although the preference relatively more important.
for delivery to home/work is slightly higher (69%)
among females and those aged 16-24. • But stores still have a key role to play in online
shopping: 85% said it was important to have access
• However, there are differences by country. In the under to a physical store to view/touch clothes before buying
35 age group, over 80% of consumers in Poland and online. Surprisingly, this preference was marginally
Hungary prefer delivery to home/work – due largely to higher among the 16-24 age group - 86%, and was
a lack of other options in these markets. There is also a as important to people who live in rural locations with
heavy preference for home delivery in Germany, as few limited access to physical stores, as it is to city dwellers
retailers offer click and collect and most online retailers that typically have good access to a wide range of
provide free delivery to customers’ homes. In contrast, stores.
less than 60% of consumers prefer this option in
FIGURE 5: DELIVERY TO HOME/WORK REMAINS THE PREFERRED DELIVERY METHOD FOR ALL AGE GROUPS
Q. What is your preferred delivery method when buying clothing online?
PHYSICAL DELIVERY TO HOME/WORK PICK UP FROM STORE NEAR WORK/HOME PICK UP FROM LOCAL DELIVERY POINT
69% 69% 68% 67%
67% 66% 65%
18% 18% 18% 16% 17%
17% 16% 17% 14%
13% 14% 12% 13% 13%
MALE FEMALE 16 - 24 25 - 34 35 - 44 45 - 54 55 - 64
GENDER AGE GROUPFIGURE 6: THERE IS CONSENSUS AMONGST ALL DEMOGRAPHIC GROUPS AROUND THE NEED FOR A
STORE TO VIEW AND TOUCH PRODUCTS BEFORE BUYING ONLINE
10 Q. How important is it to have access to a physical store to view/touch clothing and footwear products
before buying online?
NOT AT ALL IMPORTANT SOMEWHAT UNIMPORTANT SOMEWHAT IMPORTANT IMPORTANT EXTREMELY IMPORTANT
5% 5% 6% 6% 6% 5% 5% 5% 5% 7% 4% 6% 5%
HOW WE SHOP - THE CHANGING FACE OF EUROPE’S CONSUMER
10% 10% 11% 11% 9% 11% 10% 11% 9% 10% 9% 10% 12%
23% 22% 19% 18% 16% 20% 19% 21% 20% 19% 20% 20% 18%
28% 27% 27% 24% 25% 26% 27% 27% 27% 25% 26% 26% 27%
34% 37% 37% 41% 44% 38% 39% 36% 39% 39% 41% 38% 37%
16 - 24 25 - 34 35 - 44 45 - 54 55 - 64 FEMALE MALE HIGH MID LOW CITY TOWN VILLAGE
AGE GROUP GENDER INCOME LOCATION
GROCERY
• When buying grocery online consumers had similar • The store also plays an important role for online
preferences for accessing the goods as they did for Grocery shopping – the proportion that feel that the
clothing – the majority prefer physical delivery to store is extremely important for viewing/touching
home. However, the proportion picking up groceries products increases when it comes to buying groceries:
from physical stores (26-36% across the different age 40%-50%, compared with 30-40% for clothing and
groups) was significantly higher than that for clothing footwear. The physical store is therefore considered
and footwear (less than 20% for all age groups). The more important for online grocery shopping than it is
preference for picking up groceries from a store is for clothing shopping.
highest in the 16-24 age group (36%) and decreases
with age.FIGURE 7: THE PREFERENCE FOR PICK UP FROM STORE INCREASES FOR GROCERY SHOPPING
COMPARED TO CLOTHING AND FOOTWEAR
Q. What is your preferred delivery method when buying groceries online? 11
PHYSICAL DELIVERY TO HOME/WORK PICK UP FROM STORE NEAR WORK/HOME PICK UP FROM LOCAL DELIVERY POINT
67% 65%
63%
60%
HOW WE SHOP - THE CHANGING FACE OF EUROPE’S CONSUMER
55% 56%
47%
36%
32% 31%
29% 29% 29%
26%
9% 10% 9%
6% 7%
5% 4%
MALE FEMALE 16 - 24 25 - 34 35 - 44 45 - 54 55 - 64
GENDER AGE GROUP
FIGURE 8: THE STORE GAINS IMPORTANCE WHEN SHOPPING FOR GROCERIES
Q. How important is it to have access to a physical store to view/touch grocery goods before buying
online?
NOT AT ALL IMPORTANT SOMEWHAT UNIMPORTANT SOMEWHAT IMPORTANT IMPORTANT EXTREMELY IMPORTANT
6% 6% 6% 6% 8% 6% 6% 7% 6% 7% 5% 7% 5%
11% 12% 10% 8% 7% 9% 10% 11% 10% 9% 10% 10% 10%
16% 17% 15% 13% 10% 14% 15% 14% 15% 14% 15% 14% 14%
24% 25% 24% 22% 24% 24% 25% 25% 23% 23% 25% 23% 25%
44% 40% 45% 51% 50% 47% 44% 43% 47% 46% 45% 45% 46%
16 - 24 25 - 34 35 - 44 45 - 54 55 - 64 FEMALE MALE HIGH MID LOW CITY TOWN VILLAGE
AGE GROUP GENDER INCOME LOCATION12 VALUE AND MID-MARKET
RETAILERS DOMINATE
FASHION SPENDING
HOW WE SHOP - THE CHANGING FACE OF EUROPE’S CONSUMER
MEN SPEND MORE THAN
HIGH INCOME CONSUMERS
WOMEN ON ASPIRATIONAL
SPEND MORE THAN HALF OF
AND LUXURY FASHION, WITH
THEIR FASHION SPEND WITH
ITALIAN MEN THE BIGGEST
VALUE BRANDS
SPENDERS OF ALL
FIGURE 9: PROPORTION OF CLOTHING SPEND ON EACH SECTOR OVER THE LAST 12 MONTHS (%)
TOTAL 16-24 55-64 MALE FEMALE LOW INCOME HIGH INCOME
VALUE 59 61 65 55 63 61 53
MID-MARKET 30 27 27 30 29 30 33
ASPIRATIONAL 8 8 6 11 6 7 11
LUXURY 3 4 2 4 2 2 3
• European consumers spend the majority (59%) of their group, accounting for 4% of total spend, a share
total fashion spend with value retailers. that decreases with age. And as expected, the
proportion spent on aspirational and luxury increases
• As expected, those on low incomes spend a higher with income. By country, the biggest spenders on
proportion (61%) on value clothing than those aspirational fashion were the Italians (15%), followed
on higher incomes (53%). Nevertheless, this still by the Spanish, Germans (both 12%) and the British
represents more than half of the fashion spend among (11%). The Italians were also the biggest spenders on
better off shoppers, underlining the importance of luxury goods (7%), a figure that rises to 9% for Italian
value retailers to all consumers. Those aged 16-24 men.
spend more than older age groups on value clothing,
and perhaps surprisingly, the share spent by women • In the UK, mid-market fashion is increasingly
(63%) on value clothing is more than that of men dominated by fewer, larger players, typically in larger
(55%). units, so shopping centre owners face the challenge of
filling smaller, vacant units. An increasingly common
• There are of course significant difference by country. solution is to attract (often through favourable terms)
For example, in the under 35 age group, value aspirational retailers, many of which had previously
retailers account for 74% of fashion spend in Hungary, shunned the shopping centre environment. This
compared with only 42% in Spain and 38% in Italy. strategy is arguably more relevant to larger centres
and to those in the wealthier regions. However, our
• Men spend proportionately more than women research suggests that there is little scope to capture
on aspirational fashion (11% compared with 6%) additional spend from aspirational retailers.
and luxury brands (4% compared with 2%). Luxury
brands are also popular among the 16-24 ageWHAT MAKES A 13
SHOPPING CENTRE
ATTRACTIVE?
HOW WE SHOP - THE CHANGING FACE OF EUROPE’S CONSUMER
THE BASICS - CLEANLINESS, DIGITAL TECHNOLOGY HAS
SECURITY, CONVENIENT YET TO TAKE HOLD - BUT IT
ACCESS, GOOD PARKING - ARE IS USED MUCH MORE BY
EQUALLY IMPORTANT TO ALL YOUNGER CONSUMERS SO
DEMOGRAPHIC GROUPS WILL BE MORE IMPORTANT
IN FUTURE
• Two thirds or more of consumers told us that the price • Entertainment, leisure and catering also play a key
of goods, cleanliness, security convenient access and part in attracting shoppers (see Figure 10), but much
good parking were important or very important factors more so for young people. Almost half (47%) of the
in choosing which shopping centre to visit. These 16-24 age group felt that entertainment facilities
are the basic factors that any shopping centre owner such as cinemas and bowling were important or very
would expect to get right and were considered equally important, compared with just 19% for those aged
important by men and women and across the different 55-64. Likewise, a place to spend time (not
income and age bands. necessarily to shop) was considered important or very
important by over half (55%) of the 16-24 age group
but by only a third of those aged 55-64.
FIGURE 10: ENTERTAINMENT, LEISURE AND CATERING ARE ALL DIFFERENTIATORS, BUT MUCH MORE SO
FOR YOUNG PEOPLE
Q. How important are the following statements/factors when visiting a shopping centre?
EXTREMELY
IMPORTANT 5
16 - 24 EURO 55 - 64
AGE GROUP AVERAGE AGE GROUP
IMPORTANT 4
SOMEWHAT
IMPORTANT 3
SOMEWHAT
UNIMPORTANT 2
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EX• Whilst it is clearly important to get the fundamentals • Income and gender have little bearing on how
14 right, experience-related factors can greatly add to consumers rate any of the factors set out in Figure 10.
the shopping centre’s appeal, particularly among the Parking is slightly more important to those on higher
younger consumers that are its future. The experiential incomes, whereas public transport and the social
offer should be appropriate to the type of centre, and aspects of shopping (entertainment, a good place to
is typically much more important for large, destination meet friends and spend time) are of more relevance
centres, but it can also be important for smaller to low income consumers. Women also place more
convenience based centres, which may simply mean emphasis than men on the social aspects of shopping.
getting the catering facilities right. They are also more concerned about shopping centre
HOW WE SHOP - THE CHANGING FACE OF EUROPE’S CONSUMER
security and access. Nearly half (48%) of all women
considered that security and convenient access were
very important, compared with 40% of men.
DIGITAL USAGE
• Shoppers can now use mobile devices to access • Men use technology more than women when
discount codes, use social networking sites to share shopping. This is true for all the actions described
feedback with friends, make price comparisons and in Fig 11 but is most notable when looking at price
even order online when visiting a shopping centre. comparison on mobiles – 39% of men have done this
Our survey indicates that digital tools have yet to compared to only 25% of women.
take hold. For example, less than one third of all
consumers have ever used a shopping centre app or • Low income consumers are slightly more likely to use
used a QR code to access a shopping centre website. digital technology than those on high incomes. For
And less than half have ever searched for coupons example, in the low income group over 35% have
whilst in store/in a shopping centre or accessed blogs used a shopping centre app, compared with just
to review sites and evaluate products. 30% in the high income group. Similarly, 40% of low
income consumers have used social network sites
• However, as would be expected, there are major compared with 35% of high income consumers.
differences by age, as young adults are more tech
savvy than the older age groups. Three quarters
of those aged 55-64 have never searched social
network sites for feedback, accessed blogs to review
sites or searched for e-vouchers compared with only
half of those in the 16-24 age group. Given the much
higher take-up of these actions by the younger age
groups, it seems certain that usage will increase in
future. However, the pace of change is likely to vary
by country. In the under 35 age group, the Italians
and Spanish are already relatively advanced users of
technology, whereas the Polish and Hungarians are
lagging behind. Some 69% of consumers in Spain, for
example, have used social network sites for feedback
compared with just 22% of Hungarians.FIGURE 11: YOUNGER CONSUMERS ARE MORE FAMILIAR THAN OLDER PEOPLE WITH DIGITAL
TECHNOLOGY IN THE SHOPPING PROCESS 15
Q. How frequently do you perform these actions when visiting a shopping centre?
HAVE NEVER SEARCHED F OR E-VOUCHERS/COUPONS WHILST IN-STORE HAVE NEVER ACCESSED BLOGS AND REVIEW SITES TO EVALUATE PRODUCTS
16 - 24 55 - 64 16 - 24 55 - 64
HOW WE SHOP - THE CHANGING FACE OF EUROPE’S CONSUMER
52% 76% 50% 78%
HAVE NEVER SEARCHED SOCIAL NETWORK SITES FOR FEEDBACK AND HAVE NEVER PICKED UP GOODS PURCHASED ONLINE FROM A CENTRAL
COMMENTS COLLECTION POINT
16 - 24 55 - 64 16 - 24 55 - 64
49% 78% 54% 75%
HAVE NEVER USED A SHOPPING CENTRE APP HAVE NEVER COMPARED PRICES ON A MOBILE WHILST IN-STORE
16 - 24 55 - 64 16 - 24 55 - 64
59% 83% 57% 87%
HAVE NEVER ORDERED GOODS ONLINE IN-STORE HAVE NEVER USED QR CODES TO ACCESS SHOPPING CENTRES’ WEBSITES
16 - 24 55 - 64 16 - 24 55 - 64
58% 83% 63% 89%16 FUTURE SHOPPING
BEHAVIOUR
Shopping behaviour will
Future usage of smart phones
not radically change - only a
HOW WE SHOP - THE CHANGING FACE OF EUROPE’S CONSUMER
for shopping is less clear –
third of consumers anticipate
some like it but for others it is
shopping online using a
impractical
computer more often in future
• In general, consumers do not intend to radically • In the UK, there is no doubt some local shopping
change their shopping habits over the coming years facilities (wealthier areas in general) have benefited
as the majority of consumers said they would carry from an increase in independent traders and an influx
out most actions about the same amount as now. But of local supermarkets by the big chains, but others
there was one significant exception. Online shopping have seen life sucked out of them. Strict planning and
is set to grow - 30% said they would shop online using the lack of ability to manage local centres continue
a computer more or much more, whilst only 16% said to prevent many local centres from becoming viable
they would do so less or much less often. Over a third commercial shopping destinations.
(36%) of those aged 16-34 said they would shop
online more or much more, and even 21% of those • Shopping in major city centre/out-of-town malls
aged 55-64 anticipate shopping more online in the is also set to grow in importance, although mostly
future. for younger people. A quarter of those in the
16-34 age group anticipated shopping in major
• Shopping locally is also set to become more retail destinations more often in the future, compared
important. On average 21% of Europeans forecast with just 12% of those aged 55-64. Major retail
that they will shop in local/neighbourhood shops more destinations, whether in town or out-of-town, typically
often in future. This figure rises to 25% in the 16-34 combine shopping and entertainment and are
age group. In a challenging economic environment increasingly appealing to younger consumers who,
more frequent convenience shopping trips, rather in today’s online world, want a place to spend time,
than a large weekly shop arguably saves money and not just to shop.
could explain the desire to shop locally more often.
In a further bid to save money, some 21% of those
on low incomes said they would use their car less for
shopping in future (although a similar proportion of
less well off consumers said they would use the car
more).FIGURE 12: MAJOR RETAIL DESTINATIONS HAVE A GROWING APPEAL AMONG YOUNG CONSUMERS
- EQUALLY, SHOPPING LOCALLY IS SET TO BECOME MORE IMPORTANT
Q. Thinking about your future shopping behaviour, how often do you anticipate doing the following in 17
two years time?
SHOPPING ONLINE USING A COMPUTER
30%
HOW WE SHOP - THE CHANGING FACE OF EUROPE’S CONSUMER
36%
21%
Percentage of consumers who
feel they will perform these
SHOPPING IN MAJOR CITY CENTRE/OUT-OF-TOWN MALLS actions more or much more
19%
EUROPEAN
26% AVERAGE
12%
16 - 34
SHOPPING IN LOCAL/NEIGHBOURHOOD MALLS AGE GROUP
21%
25%
55 - 64
18% AGE GROUP
USING CAR FOR SHOPPING
19%
27%
13%
PICK UP FROM DELIVERY POINT
19%
22%
13%
PICK UP FROM PHYSICAL STORES
18%
22%
10%18 KEY CONTACTS
For more information regarding this report please contact:
EMEA RESEARCH AND CONSULTING
Neville Moss Natasha Patel
Head of Retail Research, EMEA Associate Director, EMEA
HOW WE SHOP - THE CHANGING FACE OF EUROPE’S CONSUMER
t: +44 20 7182 3183 t: +44 20 7182 3166
e: neville.moss@cbre.com e: natasha.patel@cbre.com
For more information about CBRE activities in the retail sector please contact the relevant Head of Retail:
EMEA RETAIL POLAND
Peter Gold Beata Kokeli
t: +44 20 7182 2969 t: +48 22 544 9312
e: peter.gold@cbre.com e: beata.kokeli@cbre.com
BELGIUM RUSSIA
Patrick Tacq Michael Rogozhin
t: +32 3 259 15 80 t: +7 495 258 3990
e: patrick.tacq@cbre.com e: michael.rogozhin@cbre.com
FRANCE SPAIN
Chris Igwe Alex Barbany
t: +33 1 53 64 33 94 t: +34 93 444 77 11
e: chris.igwe@cbre.fr e: alex.barbany@cbre.com
GERMANY SWEDEN
Karsten Burbach Bengt Axelsson
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