Consumer Behavior in the Conditions of Slovak Online Market - The Study on Gender and Generation Characteristics

The aim of this paper is to map the current situation in online shopping in Slovakia using secondary data. Consequently, based on primary data, the aim of this paper is to identify the frequency of online shopping via large screens (PC/laptop) and mobile devices in terms of gender and generational characteristics of consumers on a sample of 627 Slovak respondents. The results of this study show that Slovaks prefer to buy through larger screens, but it is not possible to dispute frequent shopping through mobile devices, too. In particular, women and consumers of the Generation Z make purchases several times a month. Although shopping via mobile devices shows a rapidly growing tendency, it is still questionable to what extent online shopping using mobile phones is widespread in the Slovak population. However, it is certain that online shopping is already a common part of lives of most consumers in Slovakia.