Consumer interest in shoppertainment in Europe 2020, by age group
In a 2020 survey, nearly nine out of ten European consumers aged 18 to 34 expressed interest in one or more forms of shoppertainment. The study was conducted in four European countries: Poland, Spain, France, and the United Kingdom. Almost 70 percent of respondents in those countries between 35 and 54 years old reported interest in shoppertainment. That included live streaming on e-commerce platforms, social media livestreaming, product content posted by social media influencers, and interactive gaming features.