This survey, undertaken by PwC and Strategy&, confirms the importance of the use of technology in every-day life, and aims at analysing the online shopping habits of consumers in Europe, and their willingness to use innovative payment methods. We see that consumer habits are changing, as well as the relationship they maintain with their bank; this is confirmed by the increased focus on online shopping, especially by Millennials. The outcomes of this analysis can be used as a starting point for banks when deciding their approach to the digital banking transformation, rethinking their current market position.
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