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Published
Dec 5, 2016
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UK Gen Z consumers are demanding shopaholics says report

Published
Dec 5, 2016

A new UK industry report examining the ‘Generation Z shoppers’ has revealed that consumers aged between 15 and 24 years old consider shopping as a leisure activity and often browse online with no intention of buying. They are active bargain hunters, look for inspiration online and in-store, rely on their smartphone as a shopping tool and frequently buy much more than they want, feeling perfectly comfortable with returning goods.


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According to the survey of 1,000 consumers by independent shopper research agency, Shoppercentric, Gen Z consumers shop in-store or online at least seven times a month, rising to eight times a month for men in this age group. As many as 62% of respondents say e-commerce is a great way to avoid being bored and 52% think that going to physical shops and malls is as much a social pursuit as it is about buying things.

Additionally, Generation Z shoppers are open to inspiration for a variety of sources, with 28% of them spending time on YouTube to get ideas and recommendations, compared to 13% of older shoppers. They’re also twice as likely as other shoppers to consider product displays important and, and 49% use online or instore displays to get inspired.

The survey found that younger shoppers also love a bargain even more than older age groups with 48% of respondents saying they prefer to buy the cheapest product they could find, compared to 29% of their older counterparts.

Gen Z shoppers are confident and impulsive, which means many of them (44%) often buy things on the internet they hadn’t planned to purchase. Additionally, 28% of respondents said they buy lots of things online knowing they are going to send most back. And even when shopping in-store, they frequently go online via their smartphone to find information.

Importantly, consumers in this age group have high retail expectations. “Generation Z know that they’re being courted, so it stands to reason that they expect to be impressed before they part with their cash. This apparent self-assurance is important because it will set a high bar against which retailers and brands will be judged moving forwards,” said Danielle Pinning, managing director at Shoppercentric.

“Each touchpoint with these shoppers needs to be a positive experience and reflective of the brands’ tone of voice and values while remembering that this is a generation that enjoys shopping, so retailers will need to deliver to that brief and make it fun both instore and online.” 

Shoppercentric also said that while Gen Z is less fond of eBay than older shoppers are, they love social media. They are more likely than older shoppers to be connecting beyond their social groups of family and friends or even like-minded groups, to retailers or brands.

The survey showed 79% of Gen Z use Facebook vs 66% of older shoppers and of those 24% regularly use it to contact retailers or brands; 50% of Gen Z use Instagram vs 17% of older shoppers and 41% regularly use it to contact retailers or brands. Meanwhile 49% of Gen Z use YouTube vs 27% of older shoppers and 41% of Gen Z use Twitter vs 26% of older shoppers.

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