Gen Z vs Millennials: Shopping in the Digital Age

TORONTO - Dec. 21, 2016 - PRLog -- yconic surveyed 1,192 young adults aged 15 to 34 to determine the major factors influencing purchase decisions and shopping habits.

Like their Millennial counterparts, many teens say they are introduced to a new product or service by their friends and family, either in person or via social media through Word of Mouth (83%) followed by in store (70%).

Interesting differences between Gen Z and Millennials show us emerging trends.

The first is the changing face of the teen-parent relationship.  Unlike other generations prompted to rebel against the influence of parents, Gen Z is an integrated part of the family decision making unit.  The adult-like treatment of Gen Z-ers is evident in the fact that more than two-thirds of them consider their parents "like a best friend to me".  The second is the rise of online video, predominantly YouTube, with almost 40% of teens saying this is the source for introduction to new products.

After becoming aware of a product or service, teens, much like Millennials, will first go to the brand's website for more information. Gen Z-ers tend to focus less on customer reviews than millennials, however, choosing to review a brand's social media presence as well.  The most popular social platforms for engaging with brands are Facebook 45% and Youtube 34%, with overall 45% of teens surveyed saying they engage with brands on 2 or more social platforms.

"Stop playing to the theme of the day (e.g. environmental, 'green', 'organic'); find something that speaks to your brand" anonymous yconic member

Winning with shoppers in the digital age isn't solely about the buying journey; it's also about the experience.   48% of Gen Z and 59% of Millennials use their smartphone for shopping-related use while shopping.  Almost 70 percent say they use their phone to check for discounts and compare prices.  Teens, however also message family or friends while shopping to get advice (44%)

The majority of teens do their purchasing in stores with 99% saying they've made at least one in-store purchase in the last 3 months.  51% have made purchases on a laptop or desktop, while 75% of Millennials have made laptop or desktop purchases.  Only 25% have made a purchase on a mobile device in the past 3 months, compared to 41% for Millennials

About yconic: For those who seek to understand and build meaningful relationships with Canadian students and young adults, you need look no further than yconic.  Our various platforms attract 1.4 million youth annually, offering a variety of services that drive student success.  Previously operating as StudentAwards.com yconic has been helping brands build meaningful relationships with Canadian youth since 1998.  http://www.corporate.yconic.com