News

Report: Gen-Y shoppers are least brand-loyal

March 17, 2008

Seniors are fiercely loyal when it comes to the brands they love, while members of Generation Y are more willing to shift their shopping allegiances.

That's one of the findings in the new Forrester Research report, "Customer Relationship Snapshot: Retailers." For the report, Forrester surveyed 4,758 shoppers about a number of aspects of their relationships with the retailers they use.

• Gen-Y shoppers are more likely to derive enjoyment from the buying experience than any other age group.
• One of the biggest generation gaps in the report is in the area of telephone support provided by retailers, with seniors finding those experiences considerably more satisfying than any other group.
• When asked if they would be unlikely to switch brands for future purposes, 85 percent of seniors said yes, compared to 64 percent of Gen-Y shoppers.