According to digital experiences provider Sitecore, although UK stores are busy reopening this week, there is some risk of Generation Z staying away from online shopping altogether. real world, according to digital experience provider Sitecore.
New research by Sitecore shows that Gen Z shoppers are becoming increasingly impatient and less loyal as a year of online-only shopping has elevated the digital experience among 18- to 24-year-olds.
Key statistics from the study include: • 61% of 18-24 year olds are less loyal to brands than before the pandemic, compared to 33% in Boomers • 69% of Gen Z are less patient with slow or underperforming websites than they were before the pandemic • 66% of young people don’t miss out on real-world shopping as much as they think they do, compared to 43% in Boomers • 44% of Boomers say they didn’t have a bad online experience last year, compared to just 14% of Gen Z.
Sitecore’s survey of over 1000 young adults aged 18-24 and a total of over 2000 UK consumers, conducted by global research experts Advanis, found that 61% of Generation Z said that they are now less loyal to the brands they usually shop with. up to 33% of Boomers (age 55 and older). More than 69% of Gen Zers believe they have become less patient with poor online experiences since the pandemic.
The results show that Gen Z is the hardest generation of online customers to please, with older shoppers often more forgiving:
● People aged 18 to 34 were most likely to post negative reviews in the past 12 months. ● Generation Z shoppers are twice as likely to say they experience poor customer service compared to Baby Boomers. ● 44% of Boomers said they had no bad online experience in the last year, compared to just 14% of Gen Z. ● 72% of Gen Z expect highly personalized experiences from online retailers, compared to 39% among boomers. ● 43% of Gen Zs say they experience late or delayed deliveries, compared to 28% among those over 24.
With the UK stores expected to reopen this week, there is some danger that Generation Z will completely steer clear of real-world shopping; they are more likely to describe themselves as digital converts who want to continue buying things online since the pandemic (63% versus 48% for other generations). Similarly, 66% don’t miss out on real-world shopping as much as they thought they would, compared with 43% at Boomers. Along with Millennials (ages 25 to 34), they are more likely to say that they now find online shopping more enjoyable than in-person; 63% of Gen Z, compared to 29% of Baby Boomers say this.
Because Gen Z now accounts for about 40% of global consumers[1]There is increasing pressure on brands to capture this influential customer base and meet their expectations for personalization, rewards for loyalty, and inspiring digital experiences.
Paige O’Neill, chief marketing officer at Sitecore, commented on the research findings, “Although the world is now returning to a physical shopping experience, the habits and expectations that lockdowns have shaped have already formed. in consumer digital preferences is still here. If brands want to win over Gen Z, who represent the future of their customer base, they must create personalized digital experiences to surpass the competition. If they don’t make a quick impression, they risk being “cancelled” and losing loyalty overnight.
About research
Advanis conducted a survey of 2235 UK consumers, including 1000 consumers aged 18-24. The study, commissioned by Sitecore, reflects the future impacts and priorities of COVID-19. The study was conducted from March 31 to April 7, 2021.
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