KINESSO Commerce, in partnership with Google, has released a new whitepaper Unlocking Growth: Consumer Trends to Watch in North America. The report is based on a study conducted by Kantar, featuring a qualitative survey of 12,000 people in the U.S. and Canada, which provides a comprehensive overview of the current state of commerce in North America.
The paper delves into the impact of economic uncertainty and rising cost-of-living on consumer spending habits, revealing that despite these challenges, eCommerce continues to thrive across all generations.
12,000 consumers surveyed across North America
This report from KINESSO Commerce, Kantar and Google captured a broad, representative sample of shoppers across the U.S. and Canada via a quantitative online survey. We polled 6,000 consumers in each country, all of whom were recent product buyers (past 1/3/6 months) in the personal care, fashion, and consumer electronics categories.
Over half of survey respondents (56%) were female and 43% were male. All respondents were 18 years or older, with an average age of 46. To understand the different drivers of online behaviors in different sections of society, we also segmented results by generation. These break down as follows:
| Generation | Born between | Proportion of survey respondents |
| Generation Z | 1997 – 2012 | 13% |
| Millennials | 1981 – 1996 | 33% |
| Generation X | 1965 – 1980 | 28% |
| Baby Boomers | 1946 – 1964 | 26% |
Report sampling was representative of online consumers for age, gender and region. Based on individual purchasing behavior, each respondent completed the survey for only one product category. The data was weighted according to representative demographic ratios within each category and at the aggregate level to reflect actual product purchase shares.
In the full paper…
The whitepaper examines the factors driving growth in North America, including high-speed internet penetration, a growing desire for convenience and personalization, and the rise of mobile commerce.
These factors are set against the context of inflation and its impact on purchase behaviors, where research reveals that consumers are becoming more strategic and thoughtful about their purchases, often opting to buy less or research products more thoroughly.
Despite these economic headwinds, North American consumers are ready and willing to make luxury purchases online, and younger generations are quick to embrace new shopping channels, including direct-to-consumer (DTC) offerings, social commerce, and live shopping.
The findings underscore the importance of brands maintaining full-funnel presence at key media touchpoints and regular engagement with shoppers to drive sales and promote customer loyalty.
Download the whitepaper today to discover actionable insights for brands seeking to thrive in an ever-evolving commerce landscape.
