A new study by YouGov reveals insights into Gen Z shopping habits, indicating a preference for a blend of online and in-store experiences. While 69% of Gen Z begin their purchasing decisions online, 53% still prefer to browse in physical stores, showing that both platforms hold significant value in their shopping journey. Interestingly, 50% of young consumers discover new products through friends and family, while 46% stumble upon them in stores, highlighting the importance of social interactions in the discovery process.
Moreover, the study shows that 29% of Gen Z individuals spot items online but purchase them in-store, with 21% doing the opposite. This omnichannel behavior indicates that retailers must cater to both online and in-store shopping experiences. Digital retail remains important, with 64% of Gen Z using social media to search for products compared to only 44% of older adults. This insight underscores the evolving landscape of shopping where convenience and accessibility pivot around a variety of platforms, including traditional retail.