Gen Z and Millennials Twice as Likely to be Omnichannel Shoppers According to New Near Intelligence Report
- Younger generations lead in omnichannel shopping, retailers must provide personalized experiences
- Proximity to home and work is important for shopping center selection
- Younger consumers plan to spend more, but economy impacts Millennials and Gen X
- None.
Near’s “The Great Generational Shopping Divide” 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
The importance of utilizing high-quality consumer behavior data is key when it comes to addressing the distinctions among generations. Consumer behavior data unites multiple data sources to deliver insights into how consumers dine, shop, travel, work, and more. These insights can be utilized by businesses to inform their marketing and operational strategies around trade area, path to purchase, dwell time, demographics, and more.
Read the full report: The Great Generational Shopping Divide
Near's Retail Report surveyed 2,048 global consumers across generations in
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.
Read the blog: From Gen Z to Boomers: Unpacking Evolving Shopping Behaviors
Omnichannel Shopping Experiences
Online shopping is widely adopted across generations, yet younger generations are leading the way in omnichannel shopping, showing that retailers must provide omnichannel experiences to cater to today’s diverse shopping landscape:
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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
Personalization is Key
Gen Z and Millennials are seeking deeper engagement and personalized experiences from brands and shopping centers:
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88.2% of Gen Z and Millennials want to engage with their favorite shopping center versus53.3% of Boomers -
53.7% of Gen Z and Millennials shop more from brands that have an app versus20.5% 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 versus59% 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:
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57.1% of respondents consider proximity to home a top priority, while just15.8% 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 and70.3% 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:
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51.6% of Gen Z and47.7% of Millennials plan to spend more for the rest of the year, including the holidays, versus just29.3% of Gen X and20.6% of Boomers -
However, Millennials and Gen X shoppers are the most impacted by the economy -
42.3% of Millennials and42.7% of Gen X say the economy is affecting their spending plans a lot versus33% of Gen Z and34.2% 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 and41.4% of Millennials plan to shop over Black Friday weekend and Cyber Monday, versus just27.8% of Gen X and18.9% of Boomers
"Many retailers simply don’t have the data they need to navigate in today’s ever-changing retail landscape, and must be armed with valuable consumer insights to ensure they’re making the right business decisions, while also keeping pace with their shoppers’ latest desires,” said Anil Mathews, CEO of Near. “With the latest findings in Near’s report, retail decision-makers have the ability to unlock immense value through our new data and gain competitive insights.”
Study Methodology
This survey was conducted between July 7-19 2023, with a total of 2,048 global respondents in
Download the full report here: The Great Generational Shopping Divide
About Near
Near, a global Privacy-Safe Data Intelligence Platform curates one of the world’s largest sources of intelligence on people and places. Near’s patented technology analyzes data to deliver insights on approximately 1.6 billion unique user IDs across 70 million points of interest in more than 44 countries. With Near’s three-pillared approach– high-quality data, privacy, and AI – operational and marketing leaders are empowered with solutions to successfully engage and grow their businesses at scale. With a presence in
View source version on businesswire.com: https://www.businesswire.com/news/home/20230907678217/en/
Media Contact:
Kat Harwood
pr@near.com
Investor Contact:
Marc P. Griffin
ICR, Inc. for Near
IR@near.com
Source: Near Intelligence, Inc.