Shopping, surfing, socializing - current trends of consumption among hybrid consumers in city centers

摘要

In the recent past, a change in consumer behavior has accelerated the change in inner cities: Hybrid consumption is characterized by an "as well as" behavior when shopping. This phenomenon can be researched using the example of an annual passer-by survey in the test city of Augsburg. It turns out that increasingly different motives than shopping are crucial for the inner city visit. Correspondingly, consumer spending is also declining. This is why retail sales are coming under increasing pressure despite the increasing number of visitors.