Consumer Behavior
Millennial, Gen Z shoppers prefer D2C when buying from online international brands
September 7, 2022
When it comes to shopping online at an international retailer or brand the majority of Gen Z (60%) and millennials (63%) like to buy direct rather than on a marketplace platform.
That's a prime finding from an ESW survey that also revealed most millennials and Gen Z shoppers believe shopping direct provides a more personalized experience due to targeted offers.
The survey, "Global Voices: Q2 2022," polled more than 14,000 consumers across 14 countries.
The data revealed that while social media is the key driver for product discovery, in-store still ranks high, in the third spot. When it comes to social platforms, Instagram ranked first followed by YouTube and TikTok.
"Younger consumers' shopping preferences indicate that retailers and brands must adopt a robust direct-to-consumer e-commerce and content strategy in order to remain competitive in the future," Patrick Bousquet-Chavanne, president and CEO, ESW Americas, said in a press release on the findings.
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