Adweek has profiled GALE’s e-commerce report, “From Clicks to Culture,” which explores nuanced behaviors in commerce media, digital advertising, and the overall shopper journey.

The report urges marketers to reconsider common assumptions about target audiences, revealing several statistics about how different genders and generations, for instance, engage with ecommerce. For example, the data showed that, when compared to women, men are more impulsive shoppers–even in categories traditionally associated with women, like beauty products. 

The responses from Gen Z and Millennial shoppers indicated that online shopping is not merely a tool for procuring new things: “What we’re seeing is a fascinating evolution in how Gen Z creates and engages with community spaces,” said GALE’s Director of Retail Media, Dan Maguire. The findings illustrate that online shopping has become a third space, replacing the traditional community spaces of yesteryear. 

Read the full piece here.