Gen Z consumers have some particular habits when it comes to shopping.
A survey of 1,000 Gen Z consumers aged 18-29 from product visualization technology provider Nfinite, “Gen Z Shopper Insights: Understanding Generational Sentiment,” indicates that almost all respondents (96%) rely on comparing prices and features on e-commerce websites.
Similar percentages of respondents scrutinize product descriptions, specs, and online reviews (95%), engage with product imagery and videos (94%) and say personalization is important (90%).
More than eight in 10 (84%) respondents have made multiple purchases through social media ads and content. Top social shopping platforms for respondents include:
In addition, 85% respondents actively engage with influencer marketing and brand collaborations on social media, with varying frequency.
"Understanding Gen Z is pivotal for retailers and brands as they wield growing purchasing power,” said Nfinite founder and CEO Alexandre de Vigan. “Our survey highlights the meticulous nature of Gen Z's purchasing decisions, emphasizing the challenge for retailers and the importance of adapting strategies to cater to this discerning demographic. It also underscores the power of imagery in capturing their attention and trust, making it imperative for brands to harness the visual aspects of their products to resonate with Gen Z's preferences."
In July 2023, Nfinite surveyed 1,019 consumers in the U.S. to ask their opinions on product visuals and online shopping. Respondent ages ranged from 18-29, (413 male, 606 female).
Survey - How to make online Gen Z shoppers happy
A recent survey of global Gen Z shoppers from e-commerce technology Rokt correlates with several of Nfinite’s findings on young consumers’ shopping preferences. Almost nine in 10 (88%) respondents think artificial intelligence (AI) can improve online shopping, and more than half (55%) are interested in an AI assistant that would simplify product discovery and anticipating their needs and desires.
When asked to name the most important thing they are interested in when shopping online, 55% of respondents cited curated deals from their favorite influencers and content creators. Almost two in three (63%) respondents say that, due to inflation, they now spend more time online searching for lower prices, relevant deals and offers.
And when shopping experiences don't feel personalized, 20%–29% of respondents said they will walk away from their cart, the brand, or the experience.