ABSTRACT
The main purposes of this chapter are two-fold: first, to indicate the characteristics of Polish consumers (divided into generational segments) related to the acceptance and use of social media (SM) and mobile devices in their purchasing decisions, and second, to identify the level of usage of these tools in decision-making processes.
A descriptive analysis based on existing literature and statistical sources is applied in the chapter. The results indicate that Polish consumers are eager to use technology when shopping and are open to new solutions offered by producers and retailers (e.g. social- and mobile-commerce, etc.). However, differences exist between consumers belonging to different generational segments. These differences relate both to SM platform and mobile device usage, and e- and s-commerce activity.
The results of the analyses presented in this chapter can be used by different groups of stakeholders. First, producers will have a better understanding of what kind of SM and mobile devices should be used in communication and as s-commerce platforms for particular groups of Polish consumers, and second, online shops will get a better grasp of what kind of consumers to potentially target.
