Accenture and Fashion Biznes conducted the second edition of the survey on shopping habits of generation Z, people born after 1995. Its aim was to understand the impact of recent months on the manner of implementing the purchasing processes of the young generation and related spheres of life dominated by digital tools. The most important conclusions are presented in the report “How Generation Z buys”.
• Generation Z most of all surveyed generations longed for direct contacts accessible without limitations, 46% of them believe that learning and remote work negatively affect their well-being and productivity.
• Half of the representatives of Generation Z use social media at least once a day. For 57% of respondents, it is a source of information about promotions. 67% of Generation Z and Millennials believe that they can also find experts in their fields of interest and gain knowledge on the Internet and social media.
• 44% of Generation Z plan to reduce their use of the Internet and social media because they spend too much time on them.
• 2/3 of generation Z treats going to a shopping mall as a form of spending time elsewhere (67%) or an opportunity to go out with family and friends (66%).
This dualism of behavior and the clash between the digital and analog world can clearly affect the way the young generation functions. Businesses should prepare for the post-pandemic world and the coexistence of both digital and physical spaces, which have far more consumer touch points than today.
HOW THE GENERATION Z WILL SPEND TIME ONLINE
The youngest generation of consumers most willingly reaches for digital entertainment. Half of the representatives of Generation Z use social media at least once a day. Every third of them use streaming platforms to watch movies or listen to music at least once a day. This is nearly twice as many people as in the millennial group.
The study shows that social media is increasingly important for Generation Z when shopping. For 57% of respondents from the young generation, it is a source of information about promotions (as much as 15 pp more than in 2019). In addition, 67% of Generation Z and Millennials believe that they can find experts in their fields of interest and gain knowledge on the Internet and social media. This means that the educational role of social media is increasing, which should be an important indication for companies that it is worth communicating not only information about products, but also educational or social content.
Source: CTK, Accenture and Fashion Biznes
