Online shopping inspired by younger generation

According to a recent survey by IBM, innovation in online retail is largely being driven by the younger generation.

The worldwide survey, which asked more than 30,000 consumers about their shopping habits, found that generation Y shoppers - those ranging in age from mid-teens to mid-twenties - increasingly expect to be able to use their computers and mobile phones to shop and conduct other commerce. Retailers are doing all they can to make their products available both in brick-and-mortar stores and on the digital space.

Additionally, retailers are maintaining an increased presence on social media sites such as Facebook and Twitter to stay in touch with their younger customers.

The survey also found that mobile phones were one of the fastest-growing ecommerce devices. Smartphone applications for various retailers, such as eBay, make it possible to shop from anywhere, at any time, with the push of a button.

Emerging technology - such as applications that would allow shoppers to purchase items from their televisions directly following advertisements - may continue to alter the face of the online shopping marketplace.