Gen Z consumers still shop in stores

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, best educated, and most financially powerful generation ever,” the report states. “In the coming years, their distinctive habits will play an outsized role in shaping American culture and commerce.”

This younger generation, which the report defined as Americans born between 1997 and 2012, began spending money when two-day 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 Gen Z men, at 40 percent, and is 53% for all other adults. Two-thirds 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 in person,” 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 imessage and Apple iphone.

The top three most critical threats Gen Z sees as facing the U.S are: Terrorism, climate change, and racism, sexism and other forms of discrimination.