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STUDY: Gen Z, Millennials Twice as Likely to be Omnichannel Shoppers

Gen Z (62.7%) and Millennials (64.6%) are twice as likely as Boomers to use omnichannel approaches (32.9%).

More than 80 percent of consumers across generations are shopping online, according to research by Near Intelligence  Inc. 

The global data intelligence platform  announced its new study, The Great Generational Shopping Divide, which reveals clear divisions between groups of consumers, with the largest divide being generational. The report finds Gen Z, Millennials, Gen X, and Boomers all have distinctly different expectations from brands, shopping preferences and patterns, and outlooks for the future.

  • 80.1% of respondents across generations are shopping online
  • Gen Z (62.7%) and Millennials (64.6%) are twice as likely as Boomers to use omnichannel approaches (32.9%), where shoppers used more than one channel in their purchase journey
  • 52% of respondents overall have adopted omnichannel behaviors

Key findings show how distinct age groups approach shopping, their expectations from brands and shopping centers, and the platforms they prefer for their shopping experiences.

The findings of generational variations in shopping approaches hold significant ramifications for businesses striving to excel in today's dynamic marketplace.

The Power of Personalization

Gen Z and Millennials are seeking deeper engagement and personalized experiences from brands and shopping centers:

  • 88.2% of Gen Z and Millennials want to engage with their favorite shopping center versus 53.3% of Boomers
  • 53.7% of Gen Z and Millennials shop more from brands that have an app versus 20.5% of Boomers
  • 84.3% of Gen Z and Millennials are more encouraged to shop in stores with personalized in-store recommendations based on previous shopping history versus 59% of Gen X and Boomers

Proximity Matters

A shopping center’s proximity to a respondent’s home has emerged as a critical factor, especially among younger generations:

  • 57.1% of respondents consider proximity to home a top priority, while just 15.8% of respondents consider proximity to work a factor
  • 64.4% of working-aged respondents (18-65) are commuting to an office at least one day a week; this is higher for younger generations (72.2% of Gen Z and 70.3% of Millennials)
  • 56.5% of office commuters say remote & hybrid working makes it easier to shop during the workweek

Generational Spending Patterns

Younger consumers plan to spend more on shopping for the rest of the year compared to last year, including during the holidays:

  • 51.6% of Gen Z and 47.7% of Millennials plan to spend more for the rest of the year, including the holidays, versus just 29.3% of Gen X and 20.6% of Boomers
  • However, Millennials and Gen X shoppers are the most impacted by the economy - 42.3% of Millennials and 42.7% of Gen X say the economy is affecting their spending plans a lot versus 33% of Gen Z and 34.2% of Boomers
  • Gen Z and Millennials are most likely to shop the sales over Black Friday weekend and Cyber Monday - 43.8% of Gen Z and 41.4% of Millennials plan to shop over Black Friday weekend and Cyber Monday, versus just 27.8% of Gen X and 18.9% of Boomers

Study Methodology

This survey was conducted between July 7-19 2023, with a total of 2,048 global respondents in the United States, United Kingdom, and Australia, census-weighted by age, gender, and geography.

Download the full report here: The Great Generational Shopping Divide



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