TikTok and Instagram suggest that Gen Z is the forever online generation. However, a new study by YouGov reveals a more nuanced picture. While online shopping is undeniably popular, younger consumers seem to prefer a balance between the digital world and physical stores. In fact, 50% of Gen Z discover new products through friends, family, or colleagues, and 46% find them while browsing in stores. Moreover, 29% notice an item online but choose to purchase it in-store, while 21% do the opposite. This indicates that retailers must embrace an omnichannel approach to meet the demands of this demographic.
While 69% of Gen Z initiate their decision-making process online, 53% still visit physical stores to browse. The findings highlight that digital retail remains crucial as Gen Z predominantly uses social media to search for products (64%) compared to 44% of older Americans. Additionally, 31% of Gen Z prefers email for customer service inquiries, in contrast to 21% of older generations. Ultimately, younger U.S. consumers value the convenience of online shopping, but the overall shopping journey continues to involve multiple platforms, making physical retail an essential component.