Generation Z prefers stores over laptops
Youngest adults to play outsize role in spending
The youngest adult consumers still prefer shopping in stores over using their laptops, Instagram feeds or Amazon’s Alexa, according to a recent Morning Consult study.
“Gen Z is on track to be the largest, most ethnically diverse, besteducated, and most financially powerful generation ever,” the report states. “In the coming years, their distinctive habits will play an outsize role in shaping American culture and commerce.”
Geneneration Z, which the report defined as Americans born from 1997 to 2012, began spending money when twoday delivery was common, “driving high expectations about convenience,” according to the report, based on a May survey
of about 3,000 U.S. adults, including about 1,000 adults ages 18 to 21.
Still, 55% of Gen Z women said they prefer going into stores. That number is lower for men, at 40%, and is 53% for all other adults. Twothirds of the younger generation shoppers go shopping for fun at least once a month.
“Gen Z adults are enamored with major technology and social media brands but also enjoy shopping inperson,” the report concludes.
Gen Z shoppers are aware of the technology brands they are buying from.
Google, Google Search, YouTube, Gmail and Instagram are the top five brands Gen Z survey respondents said they are most likely to use daily. The next five are Google Chrome, Snapchat, Netflix, Apple
“Gen Z is on track to be the largest, most ethnically diverse, besteducated, and most financially powerful generation ever.” Morning Consult study
iMessage and Apple iPhone.
Almost 40% of Gen Z adults who say they are liberal boycotted a brand in the last year for political reasons, according to the report.
When they do shop online, 41% of Gen Z adults said consumer reviews and ratings are important when deciding to make a purchase. That is even higher for Gen Z women. Half said these reviews are “very important,” the report states.
Few Gen Z adults use credit cards to pay for groceries or gas, compared with about a quarter of all other adults. Almost half, 47% of this younger generation opts to use a debit card as their primary payment method and 30% use cash.