About this report
For Spain’s Gen Z consumers, shopping is increasingly shaped by convenience, attractive offers and rewarding experiences. The Spanish Gen Z Consumer Portrait Report 2026 explores their online shopping habits, preferred product categories, delivery expectations, payment choices and loyalty preferences. It also looks at how ride-hailing fits into younger consumers’ daily routines, including when they book rides and what influences their choice of service.
The report brings together findings from two TGM Research studies: E-commerce Insights 2026, conducted in December 2025 with 1,050 respondents, including 174 aged 18–24; and Ride Hailing Insights 2026, conducted in November 2025 with 1,002 respondents, including 161 aged 18–29. Ride-hailing service-choice findings are based on 137 young users within a total user sample of 701. Each study compares younger consumers with the relevant wider respondent group.
Created for e-commerce businesses, retailers, payment providers, mobility platforms and marketing professionals, this report offers a closer understanding of what attracts and retains young Spanish consumers. Drawing on TGM Research’s consumer studies, it provides evidence to support more informed decisions about retail experiences, promotional strategies, customer engagement and mobility services.
What's inside
Shopping habits across devices and purchase frequency
The categories that matter most to younger consumers
What shapes their online shopping experience
The factors influencing retailer and platform choice
How delivery, price, service, and rewards compare
What younger shoppers value differently
The promotions and offers that catch Spanish Gen Z’s attention
How discounts, bundles, cashback, and other incentives perform
What can influence the final purchase decision
Preferred ways to pay for online purchases
How Spanish Gen Z payment habits differ across age groups
How ride hailing fits into everyday life
When and why younger riders book
What matters most when choosing a ride hailing service
Common myths about Spanish Gen Z, and what the data actually shows
Where their behavior differs from older consumers
Practical opportunities for retailers and brands across e-commerce and mobility
Spanish Gen Z Consumer Portrait Report
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