Consumer Behavior

Gen Z shoppers are all about digital

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July 22, 2022

When it comes to shopping preferences Gen Z consumers are all about digital shopping and digital experiences. In fact, the physical retail store is "losing luster" for the demographic as fewer than 36% of consumers under 40 years old prefer a store visit to an online experience.

That's a prime finding of a Verint research report that also revealed two-thirds of older shoppers, 57 years and older, prefer stores and interaction with brick-and-mortar retail.

The data comes from the Verint Experience Index benchmark survey of consumer satisfaction with leading retailers, according to a press release.

The survey also revealed Gen Z and Millennials have more complex purchase journeys, with over 75% using at least one other digital resource — such as ratings websites, influencers and social media — to help inform their purchasing decision.

"Since Gen Z is the age group most likely to use digital solutions for some or all of their purchases, retailers need to ensure their digital experience provides a wide range of suitable products with seamless purchase processes to stand the best chance of retaining their business," Verint's Jenni Palocsik, vice president, marketing insights, experience and enablement, said in the release.