TikTok and Instagram will have you believe that Gen Z truly is the forever online generation. But a new study by YouGov finds that might not be the whole truth.
While online shopping is definitely huge, younger consumers prefer somewhat of a balance between the digital and the IRL.
- In fact, 50% of Gen Z actually discover new products through friends, family, or colleagues, while 46% find them browsing in stores.
- Likewise, 29% spot an item online but purchase it in-store, while 21% do the reverse.
In other words, retailers can’t afford to pick a side: Omnichannel is where the action is.
While 69% of Gen Z did begin their “decision-making” process online, 53% still went to browse in stores.
Of course, the findings do not diminish the importance of digital retail as Gen Z primarily still uses social media to look for products (64%) as opposed to 44% of older American adults.
- In the same vein, 31% of Gen Z opt for email for customer service related concerns compared to 21% of older generations.
Ultimately, while younger US consumers prefer the ease and convenience of the online world, the shopping journey is filled with a series of different platforms, with physical retail still being an integral part of it.