Caught in the web of generations : Social media and online shopping habits in the digital age

Balogh-Kardos, Valentina (2025) Caught in the web of generations : Social media and online shopping habits in the digital age. GRADUS, 12 (2). ISSN 2064-8014

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Abstract

Trade has undergone significant change since the 2000s. Digitalisation has led to people doing more and more of their shopping online, making e-commerce a booming industry. In recent years, e-commerce has also evolved, thanks to changes in content consumption habits of all generations, and consequently in the use and amount of time spent on different devices. With the proliferation of smart devices and the availability of broadband internet, the fastest growing channel for the sale of goods and services has become m-commerce (mobile commerce), which refers to the online purchase of goods and services by consumers via their smart devices. For consumers, it is an easy and convenient way to shop, because our mobile phones are at their fingertips, they can be used anywhere, anytime, and can be used at every stage of the shopping process. The aim of this research is to explore the role of generational affiliation in the use of mobile phones in social media usage and online shopping habits on mobile phones.

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