Special topics glossary for Millennials


Content snacker

This term is associated with young adults born roughly between 1980 and the mid-1990s – the so-called millennials. The term content snacker refers to the changed habits of this age group in how they read and process content due to progressive digitisation. Just as one would consume a quick snack on the go, this gener­ation mainly consumes information in small bites.

ROPO effect

ROPO is short for “research online, purchase offline”. The ROPO effect refers to the concept that purchasing decisions regarding non-food items are more and more frequently being made during internet research, while the actual purchase of the selected product is made in stationary retail. Retail is responding to this development by dovetailing the different sales channels. See also multichannel retailing and omnichannel retail.

Swing Shopper


Refers to consumers who – without having a preference – make purchases online as well as in retail stores, in other words, by swinging back and forth from one shopping channel to another. The typical swing shopper is between 25 and 35 years of age and is thus part of the so-called millennials, the generation born be- tween 1980 and the mid-1990s. The oldest representatives of this age group are there- fore just old enough to have experienced the analogue world before the internet found its way into every household.