Christmas shopping: online research in-store shopping parents Millennial's UK 2016

The data depicts the share of people planning on doing online research before shopping in-store for Christmas among parents and Millennials in the UK in the year 2016. While three quarters of Millennials reported planning to research before shopping in-store, parents with a share of 69% still surpassed the share observed in the general population of shoppers, accounting for 62%.