As Generation Z grows into young adults who hold a little bit of spending power, marketers are eager to see how their path to purchase compares to the generations preceding them. Since Gen Z is technology savvy, one would assume that their behavior would revolve around the digital world.
However, a study conducted by Accenture shows something a little different.
Older Gen Z consumers (ages 18-20) actually prefer purchasing at physical brick and mortar locations. In fact, 77% of older Gen Z consumers would rather purchase in-store.
When compared with Millennials, Gen Z shoppers lead the way with in-store and mobile shopping while Millennials still lead when it comes to desktop and tablet.
The difference being, Generation Z consumers are influenced greatly by social media on what to purchase. In fact, 72% of US Gen Z survey participants said they want to make purchases directly from social media. Half of the participants said that social media inspires them to purchase products, and one third of respondents have increased their use of social platforms specifically to inform their decision-making within the past year; as shown by the chart below.
Going beyond social media, Gen Z consumers are open to developing shopping methods like voice-activated ordering (45%), curated subscriptions (77%), and automatic replenishment (66%).
Jill Standish, senior managing director at Accenture, says, “I think the key takeaway for marketers is you have to be listening in social media. You’ve got to be there, and you’ve got to be inspiring.”