PowerReviews study explores Centennial’s shopping habits
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PowerReviews releases study on Generation Z shopping habits, statistics show how retailers can win over the cautious Centennial shopper.
The next generation of shoppers could be leading a return to in-store shopping, according to new research from PowerReviews, a leading provider of ratings and reviews and Q&A technology to more than 1,000 global brands and retailers.
Surveying the shopping habits of nearly 1,600 Centennials (ages 13-18) and Millennials (ages 19-34) in the UK, the “Centennial Shopper Study” revealed that when researching and browsing products, an overwhelming majority of Centennials, 95 percent, prefer do so online. However, when it comes to purchasing, Centennials prefer to buy in-store (38 percent) versus just 25 percent of Millennials.
“There is no longer distinction between ecommerce and commerce. These results reflect the growing blurring of lines between online and in-store, particularly to our latest generation,” said Matt Moog, CEO of PowerReviews. “This study demonstrates that Centennial engagement is ongoing and omnichannel. Retailers need to be equipped to reach Centennials at any stage of their shopping journey.”
The PowerReviews report also found that Centennials’ 24-hour access to technology has made this generation impatient when it comes to receiving product information. If they can’t get their questions answered immediately, they’ll walk away – most likely directly to a competitor. Over a third of Centennials said they wouldn’t purchase a product if they couldn’t ask a question about it directly on the product’s page, with 84% heading straight to another retailer or to Amazon.
In addition to their purchasing behavior, the survey also revealed a dependency on reviews:
● 95 percent of Centennials read reviews while shopping and nearly half will not purchase a product if there weren’t enough reviews.
● Nearly two-thirds of Centennials read a minimum of four reviews before making a purchase.
● Reviews are more important to Centennials than a recognizable brand name or free delivery.
● Centennials trust online reviews more than a friend’s recommendations on social media: 48% of Centennials trust reviews on a company website compared to just 17% who trust reviews on their social media feeds.
● Around a third of Centennials said they don’t trust a product’s reviews if there are no negative reviews included.
The full sruvey is available to download online
