Our observations indicate a notable shift in the way young consumers interact with brands and confirm the relevance, even today, of physical stores for all age groups.
Retailers looking to reach customers across all age groups will therefore poland number for whatsapp need to adopt a multifaceted approach, as there are few points on which everyone agrees.
Let's take a closer look.
How shoppers interact with a brand varies by age
Older shoppers go to the source
Middle-aged buyers prefer to check online reviews
Younger shoppers are on viral content platforms
How does age influence desired value?
Generation Z's Shopping Habits
Instant replenishments
Retail Service Subscriptions
VIP services
The situation of physical stores
Who wins the offline bet?
Who benefits from the local shopping trend?
Consumer behavior across generations: How buyers interact with a brand varies by age
Finding new buyers for a new brand or product has never been more complex. Markets are saturated, as are communication channels. Standing out among all the noise can be difficult.
Our research indicates that given how age influences where and why customers engage with brands, the ideal strategy is a multifaceted approach.
There is one thing, however, that all generations agree on: the importance of physical stores—we'll come back to that.
But when it comes to shopping online, and researching products and brands, different generations are looking for different things, so a one-size-fits-all approach won't work.
Generation X, Boomers and Older Consumers
Consumers over 55, the oldest members of Generation X, as well as Boomers and older generations, like to go directly to the source when considering a purchase. They place a high value on information from their immediate community and what retailers pass on as information.
Their three main sources of information are as follows:
52% will research the retailer's online store.
36% will ask friends and family for recommendations.
34% will consult online review sites.
Older consumers are the least likely to use social media. Only 2% will look to TikTok or Instagram for product information. If they do use social media for research, it’s more likely to be Facebook. But even then, only 11% will look to that source.