Gen Z & Millennials Leaving Older Shoppers and Many Retailers in their Digital Dust
Description
Just as retailers begin to gain clarity on what makes Millennials tick, a new generation is emerging that widens the digital divide even further. Meet Gen Z: categorized as consumers age 20 and younger. When it comes to digital shopping, they build on the attitudes and expectations first identified among Millennials.
Accenture’s global research reveals that within
this new cohort, video-rich YouTube represents the go-to online choice for shopping, although many also turn to other social media beyond traditional online mainstays, such as Instagram and Snapchat. The differences and evolving similarities between Millennials and Gen Zs will have a profound impact on retailers worldwide, as companies attempt to reach the two most digital generations yet.
Research notes
Author
Accenture
Publisher
Accenture
METHODOLOGY
Accenture surveyed nearly 10,000 respondents in 13 countries. Survey respondents come from panel data vetted by ESOMAR, which adhered to strict international guidelines for market research. The online survey limited respondents to consumers who shop in a multichannel way. For example, respondents must have shopped online and in stores in one of the following retail categories– apparel, consumer electronics, groceries, home goods and health and beauty. All shoppers also confirmed that they access the internet and their
smartphones as a regular part of their daily lives. Respondents came from Australia, Brazil, Canada, China, France, Germany, Italy, Japan, South Africa, Spain, Sweden, the US, and the UK. The survey equally weighted participants between Gen Z (18 to 20 years), young Millenni- als (21 to 27 years) and older Millennials (28 to 37 years).
Note: We are not allowed to survey minors, thus our Gen Z sample included only consumers between the ages of 18-20.