By Paul Skeldon

New research from leading retail and shopper marketing agency, Savvy, suggests that the rise of the ‘connected shopper’ has now reached a tipping point. The mass adoption of smartphones and social media, broader technological advancements and, crucially the rise of Generation Y as a group of shoppers have fundamentally reshaped the path-to-purchase.

Alastair Lockhart, Insight Director at Savvy Marketing commented: “The rapid rise of the connected shopper reflects the enormous influence technology now has in our lives as shoppers – digital media inspirers us, is our go to place for product research and, in many cases, is where we buy products. Shopper behaviour is evolving more quickly than ever before, and the onus is now firmly on retailers and brands to keep up and be fit for the future.”

Generation Y is driving a shopper revolution

The growing influence of tech-savvy Generation Y shoppers is the main reason that brands and retailers need to change the way they think. Once viewed as the shoppers of tomorrow, Generation Y is fast becoming the bullseye shopper. While this group currently represents around a third of shoppers, by 2022 they will account for 47% of shoppers.

This group of shoppers is constantly connected. Their smartphones sit at the centre of their lives, with 80% of Generation Y saying they look at their phones multiple times an hour. They are also highly active on social media – 97% having access social media in the past month. 95% have used messaging services like Whatsapp and Facebook Messenger. In perspective only 55% of this group had read a printed newspaper (including free papers) during the past month.

66% of…