A study by IBM and the National Retail Federation found that Gen Z, though the first digitally native generation, still prefers to shop in physical stores. 98% of Gen Z reported shopping in stores either most of the time or sometimes. The global Gen Z population is estimated to reach 2.6 billion by 2020 and wield $44 billion in buying power. Gen Z consumers are demanding and will quickly switch brands if quality is not good. Retailers need to engage Gen Z through interactive and mobile experiences.

1. Surprise: Gen Zs still shop in-store

2. As the first “digitally native” generation, Generation Z (or those born from the late
1990s through 2010) still prefer to shop in bricks-and-mortar stores, according to a
new study released IBM and the National Retail Federation.
1990 1995 2000 2005 2010

3. Though this generation grew up not knowing the world before cellular phones, smartphones, and other
digital devices, the study found that …
67 percent of Generation Z shop
in a bricks-and-mortar store
most of the time
with another 31 percent
shopping in-store sometimes
indicating that 98 percent of
Gen Z shop in the store

4. The study, conducted by the IBM Institute for Business Value is based on
findings from more than 15,000 consumers aged 13-21 from 16 countries. It
estimates…
the global Gen Z population
to reach 2.6 billion by 2020

5. It said, retailers should consider this post-Millennial generation important because it has access to
$44 billionin buying power
with 75 percent saying they spend more than half of the money that
is available to them each month.

6. This generation is also demanding.
52 percent of Gen Z consumers will transfer
loyalty from one brand to another if the brand’s
quality is not up to par
They care the most about retailers getting the
basics right, with 66 percent saying product
quality and availability are the most important
factors when choosing one brand over another
65 percent of
Gen Z consumers
focus on value

7. “Retailers need to create more interactive engagement around their brands to serve the “always on,”
mobile-focused, high-spending demographic,” the study noted.
The study also found 74 percent of respondents spend their free time online, with 25 percent online five hours or more each day.
Around 73 percent of Gen Z use their phones primarily to text and chat socially with family and friends, but members are willing to
extend their conversations to brand relationships.

8. 36 percent would create digital
content for a brand
42 percent would participate in an
online game for a campaign
43 percent would participate in
a product review

9. They also have no patience for hard-to-use technology & demand a seamless mobile/digital experience.
62 percent will not use apps or websites that are difficult to navigate
60 percent will not use apps or websites that are slow to load

10. Source of info…
http://www.enterpriseinnovation.net/article/surprise-gen-zs-still-shop-store-1029114670

11. Every year, 50,000 retail associates use ETP to serve 150,000,000 consumers, selling
USD 5,000,000,000 of merchandise. More than 300 brands in over 22 countries,
across 10 time-zones, in 200 cities, at 25,000+ stores, in 5 languages run on ETP.
Australia, Bahrain, China, Egypt, Hong Kong & Macau, India, Indonesia, Iraq, Jordan, Kingdom of Saudi Arabia, Kuwait,
Malaysia, Oman, Qatar, Singapore, Thailand, The Philippines, Tunisia, U.A.E., Uzbekistan, Vietnam and Yemen
www.etpgroup.com