Consumer research reveals 73% of Generation Z customers still shop in-store

Fluent Commerce, the cloud-native order management company that enables omnichannel retailers to out-convenience their competitors, has released the results from its latest consumer research, revealing that the majority (73%) of Generation Z still shop in-store.

Surveying over 5,000 consumers between the ages of 14 and 24, Fluent Commerce's research aimed to shine some light on Generation Z shoppers to enable retailers to effectively target this audience. Amongst its findings, the data reveals:

  • Almost half (47%) of Generation Z consumers don't need their online orders delivered immediately as they are willing to wait up to seven days for their items to arrive
  • Shoppers aged between 14 and 24 are willing to travel to collect their packages with 52% saying they will travel up to 30 minutes and 22% willing to travel up to an hour
  • 66% of those surveyed said that they expect retailers to provide same-day in-store pickup
  • Over one third (39%) of next-gen shoppers said that late package deliveries are the most frustrating part of the shipping experience with 89% stating that free shipping was a key influence in their decision when making a purchase

Following the research, Fluent Commerce CEO, Graham Jackson, comments: "Generation Z shoppers remain a mystery to many retailers. Yet, it is estimated they will make up 40% of consumers by 2020 so it is essential that retailers gain a better understanding of these emerging shoppers."

Jackson adds: "This research shows that next generation shoppers don't necessarily want their online orders immediately but that convenience is still an important factor when deciding which retailers to shop with. Most consumers aged between 14 and 24 expect same-day pickup and are willing to travel for this convenience."

Fluent Commerce surveyed approximately 5,000 respondents, between the ages of 14-24, across the US to collate insights and data.

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