European millennials believe that physical and digital stores can coexist

European ‘millennials’, those young people between 18 and 35 who live in Europe, consider that the Internet and the traditional store can coexist and declare themselves favorable to consume through face-to-face shopping, as much or more than the adult generations, according to a study conducted by the Cetelem Observatory of Consumption Europe 2018 that studies consumption in seventeen European countries.

According to the results of the report, although the ‘millennials’ are digital natives, they do not consider buying as a tedious activity, since 57% of them believe that buying is a pleasure, compared to 42% of the older ones. 35 years.

In addition, the study concludes that young people like all kinds of stores, including supermarkets. In data, 78% of them enjoy going to supermarkets and, in Europe, young Romanians are the most amateur (89%) and the Czechs the most content (69%).

In this shopping environment, large stores located in city centers are preferred by millennials, with 68% positive ratings. The ‘outlets’, with products at cost, are also mentioned by 68% of this group.

According to the results, the purchase ‘online’ is not competition of the physical store, but both are complementary. In Spain, 72% of young people say that they look at products online to decide and compare prices, but then they approach the physical store and buy them. On the other hand, there is a 69% that consumes certain products directly ‘online’, without consulting their availability in stores.

On the other hand, there is 56% of young people surveyed who perform the operation in reverse, discover the products in the physical store and then consume them ‘online’ to take advantage of better price conditions.

The biggest disadvantage of the physical stores the ‘millennials’ say that it is the waiting to pay, followed by the difficulty of access and the lack of availability of products in some occasions. 81% of young Europeans believe that if the physical stores had the same information as their website (best-selling products, best-qualified products or reviews) they would go to them more and the same is the opinion of 85% in Spain.

Regarding social networks, the results show that they are a fundamental reference for young people. 55% of ‘millennials’, compared to 39% of those over 35, say they follow a store through their social networks. The videos published by the stores on social networks become a source of information for one out of every two individuals surveyed.


In addition, according to the results, millennials are more positive than the population average with respect to the situation in their country. According to the European average, this population sector gives a score of 5.6 points to the general situation of their country, on a scale of 1 to 10, while the general average stands at 5.3. In the case of Spain, the ‘millennials’ give 4.6 points to the situation in the country, while the national average stands at 4.5 points.

The study shows that, in relation to their personal situation, young people also have a better perception than the population average. In this aspect, in Europe, the ‘millennials’ give 6.1 points to their current personal situation, while the population average stands at 5.8 points. In Spain, young people self-appointed with 6 points and the national average stands at 5.7 points.

When talking about the future, this group remains in a positive trend: 8 out of 10 young people say they are quite or very optimistic. In the same line, the position of the Spaniards opts for positivism, 75% against 25% of pessimists.


From the results of this annual study, it is deduced that those over 35 years of age have a very critical view of the ‘millennials’. The data show that only 57% of the European average has a positive view of young people, compared to 88% who express themselves negatively. In the case of Spain, although negative adjectives prevail (86%), the view is less critical, being 10 points above the European average (67% versus 57%).

Have a stable job (61%); enjoy the family and loved ones (55%), and have a healthy life (45%) are the vital aspects most valued by the young group in Spain, according to the study.