What Young Shoppers Want—and How They Pay

What Young Shoppers Want—and How They Pay

A survey finds emerging differences between Gen Z and millennials

Author: Monica Melton

A survey of emerging young adults finds that the next generation of consumers is more likely to use digital payment platforms and is even more focused on instant gratification than the millennials who preceded them.

The survey by Forrester and American Express compared attitudes and behaviors of millennials, identified by the study as those age 23-37, and Gen Z shoppers, those 16-22.

The younger shoppers were overall more likely to use digital and mobile payment platforms. Although third-party money transfers like PayPal were more commonly used among the older group, the younger demographic was considerably more likely to have used card-branded wallets such as Visa Checkout and device-specific mobile payment platforms such as Apple Pay.

When asked what kinds of services would be likely to win their loyalty, both the younger and older shoppers signaled that they wanted speed (same-day delivery) and frictionless transactions (mobile self-checkouts.)

But the younger respondents were considerably more interested in one-hour delivery via drone. This might be a sign of increased impatience or, maybe, simply a desire for novelty. Either way, the younger group signaled much more interest.


66% of retailers will use mobile ads during back-to-school

A recent study from RetailMeNot shows retailers will have an increased focus on mobile and social marketing channels in 2017. Additionally, more than half will change their advertising approach for the back-to-school season.

The younger group was also notably more interested in options like voice-assisted purchasing, social/chat commerce, and wearable-enabled commerce.

Gen Z shoppers use their phones in-store more than older consumers

The data underscores findings in other studies that show the new generation’s proclivity for in-store phone usage. A February 2017 survey of US smartphone users conducted by Euclid Analytics found that respondents ages 16 to 21 use their smartphones while in-store more than the average consumer.

And the study found that they over-index for most smartphone shopping-related activities compared with smartphone users in general.


Go to our website:   www.ncmalliance.com


Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out /  Change )

Google photo

You are commenting using your Google account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s

%d bloggers like this: