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Next-Gen Ideology

New research shows that Generation Z prefers shopping in stores



In January, the IBM Institute and the National Retail Federation published the “Uniquely Generation Z” study, for which the two organizations partnered to survey 15,600 consumers aged 13 to 21 across six continents to gain a better understanding of this up-and-coming group of consumers. They found that, despite widespread fears that Gen Z will shop stores less than past generations, this group generally prefers shopping in store versus shopping online or through mobile apps; more than half of Gen Zers are willing to share their online browsing and shopping history with brands so they can better serve them; and they are willing to pay slightly more for a higher quality product and expect retailers to hold up their end of the bargain with a full stock and better store experiences.




Click here to see more statistics from this study.




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