TECHNOLOGY

Study: A majority of Gen Z and Millennials expect to do all shopping digitally in the future

BY Deena M. Amato-McCoy

As their preference for electronic interaction grows, Gen Z and Millennials also envision a future when they will make all purchases digitally.

Specifically, a majority of Gen Z and Millennials globally (69.5%) can imagine a future where 100% of purchases are done digitally or online, according to new data from LivePerson. The provider of cloud mobile and online business messaging solutions provider surveyed more than 4,000 18–34-year-olds across the United States, U.K., Germany, Australia, Japan, and France, as well as 1,016 adults 35 years old or older in the U.S.

With a smart device within reach at all times, younger consumers favor digital communications. This is true when it comes to interacting with each other (65%), as well as with their favorite brands.

In fact, younger consumers expect a high threshold of digital convenience when seeking help from a brand. When asked to rank how they typically try to get a question answered from a brand, going to the company’s app or website was the No. 1 choice, on average, across the globe, the data revealed.

Digging deeper into their love of digital communications, they are also extremely partial to messaging. When asked if they could only keep either the phone app or messaging/SMS app on their smartphone, a majority of respondents (69.4%) would choose the messaging app. This percentage is higher for those in the U.S. (73.4%) and UK (73%).

“We wanted to look more closely at the younger consumer audience, across different countries, and in more depth than the well-known trope that young people love their smartphones,” said Rurik Bradbury, global head of communications and research at LivePerson. “What we see in the research data is the phone truly becoming an extension of the self, and the platforms and apps within it — digital life — occupying more than their offline interactions.”

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