Online shopping 'is key for future generations'

People will increasingly look to shop online in the future, with today's youngsters viewing the medium as a necessity when they grow up.

Andrew McClelland, chief of operations and policy at Interactive Media in Retail Group, has noted children of today will be digital citizens by the time they reach adulthood.

Speaking at the Technology for Marketing and Advertising Manchester event - a media and marketing exhibition held at Manchester Central - Mr McClelland explained his daughter is currently a part of the digital generation.

He stated: "When it comes to her trading with you as a brand and going out and spending money, digital is going to be the key for her."

The comments suggest online shopping is likely to be a consumer approach that continues to gather pace and will increasingly be viewed as a convenient and quick way for people to get their hands on the goods they are after.