Executive Summary

The pandemic has fundamentally altered how UK consumers go about their everyday lives, no matter their age. Some habits may stick better than others, but the reality is one of an altered—and increasingly digital—future.

How have digital shopping habits changed across age groups in the UK?

The biggest pendulum swing came in older age groups, as they were forced to shop digitally from home. While digital shopping is not as prevalent among older consumers, the cohort offers the promise of bigger transaction values. They are most likely to return to their old ways of shopping in-store post-lockdown, though. Younger cohorts are and continue to be digital shoppers, with the pandemic serving to only increase their habits.

Which media benefitted from lockdown, and will new consumption patterns endure?

Digital media consumption went up massively during lockdown, but so did traditional TV viewing. Young consumers took to whatever media they could get their hands on—including TV—but once things return to normal, digital patterns will resume, with TV time reverting to a declining trend.

How have different age groups used social platforms?

Perceived wisdom holds true for social platforms. Facebook is increasingly frequented by older age groups, with younger folks flocking to newer alternatives. TikTok, in particular, has attracted a lot of attention during lockdown. This platform, where social and video collide, is also beginning to appeal to groups beyond just kids and teens.

WHAT’S IN THIS REPORT? This report looks at the changing patterns of behavior across age groups, concentrating on shopping habits, media consumption and social media use. It considers trends before and during the pandemic, as well as what may stick.

KEY STAT: Lockdown led to a significant uptick in the amount of time people were spending online daily. The biggest jump was seen in the 18-to-24 age group, which saw a 53-minute increase from the start of the year (January) to full lockdown (April).