80% of young consumers discover products via mobile while on the go
A new survey has revealed just how important it is for online retailers to get mobile commerce right, with more than 60% of Gen Z and millennial shoppers completing transactions on their mobile devices.
Artificial intelligence company ViSenze asked over 1,000 British and American Gen Z and millennial consumers about their preferences when it comes to shopping in-store and online, and found that 80% of young consumers are using their mobiles to discover new products on the go.
The dominance of the mobile device is also fuelling new demand for visual search capabilities, with 62% of respondents asking for a tool that allows them to quickly identify products they are inspired by and seek to purchase.
SHOPPABLE CONTENT AND PRODUCT RECOMMENDATIONS
Gen Z and millennial consumers also care about the look of a retailer’s website, as 80% of those surveyed said it has an impact on their purchasing decisions. And over 70% of them said their rate of online purchasing would increase if all digital content were shoppable.
But the research also underlines differences between the two age groups. While 57% of millennials discover products on retailer’s websites, 60% of Gen Z get their inspiration from on social media platforms.
Additionally, 50% of Gen Z prefer brands to deliver recommendations based on their own buying behaviour, while 41% of millennials prefer to see what people similar to them are interested in. In either case, over 70 percent of total respondents indicated they are likely to buy a product based on a recommendation.
“Once focused almost exclusively on appealing to millennials, marketers have broadened the scope of their digital strategies to take Gen Z preferences into account as they are on track to become the largest generation of consumers by the year 2020, and account for $29 to $143 billion in direct spending according to Millennial Marketing,” said Oliver Tan, CEO and co-founder of ViSenze.
“Yet our research confirms that while the two consumer groups are starkly different in many ways, their shopping journeys are increasingly dominated by mobile, reaffirming the growing opportunity of shoppable content and visual search.”
According to the research, 58% of young consumers are open to interacting with shoppable content online and on social media.
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