NEWS5 February 2016
All MRS websites use cookies to help us improve our services. Any data collected is anonymised. If you continue using this site without accepting cookies you may experience some performance issues. Read about our cookies here.
All MRS websites use cookies to help us improve our services. Any data collected is anonymised. If you continue using this site without accepting cookies you may experience some performance issues. Read about our cookies here.
US — Generations Y and Z are closer to each other than to older age groups but show distinct shopping habits, according to a new report.
A study by GfK, FutureBuy 2015, interviewed 25,000 shoppers globally, including 1,000 in the US. Results showed that US Baby Boomers (aged 51 to 68 ) have been slow to adopt mobile shopping habits, with only 7% reporting having made a purchase via a smartphone.
Among Generation X ( 35 to 50 ) this figure rose slightly to 15%, but Generation Y ( 25 to 34 ) and Z ( 18 to 24 ) were much more likely to have done so than their older counterparts, with figures coming out at 31% and 34% respectively.
However, when asked about online shopping via a desktop or laptop computer, while just32% of Generation Z do this, Generation Y and Baby Boomers are more similar, at 40% and 43% respectively.
And reasons for choosing to buy online versus in store also differed among the generations: Generation Z shoppers choosing to buy online were more motivated by saving money ( 60% compared with 46% of Generation Y), while Generation Y said they were more likely to do so as they get better information online ( 35% compared with 22% of Generation Z); have better delivery options ( 26% vs. 19%) and can buy other things at the same time ( 23% vs 17%).
More findings can be accessed here.
Newsletter
Sign up for the latest news and opinion.
You will be asked to create an account which also gives you free access to premium Impact content.
Media evaluation firm Comscore has increased its revenue in the second quarter but has made a net loss of $44.9m, a… https://t.co/rAHZYxiapz
RT @ImpactMRS: Marginalised groups are asserting themselves in Latin America, with diverse creative energy and an embrace of indigenous cul…
There is no evidence that Facebook’s worldwide popularity is linked to widespread psychological harm, according to… https://t.co/wS1Um3JRS5
Related Articles
The world's leading job site for research and insight
Resources Group
Associate Research Director – Award Winning Insight Consultancy!
£45,000–£55,000 + strong benefits
Resources Group
Account Manager – Online Market Research Platform
£35–50,000 plus strong bonus!
Spalding Goobey Associates
Associate Director/Director – Quant – Insight Agency – Life Changing Move to New Zealand
NZ$ 125,000 to 180,000 + Benefits
Featured company
Town/Country: London
Tel: +44 (0)20 7490 7888
Kudos Research is the leading provider of premium quality UK and International Telephone Data-Collection. Specialising in hard to reach B2B and Consumer audiences, we achieve excellent response rates and provide robust, actionable, verbatim-rich data. Methodologies include . . .
Brought to you by:
©2024 The Market Research Society,
15 Northburgh Street, London EC1V 0JR
Tel: +44 (0)20 7490 4911
info@mrs.org.uk
The post-demographic consumerism trend means segments such age are often outdated, from @trendwatching #TrendSemLON
0 Comments