Gen Z Shoppers Stand Out with Strong Omnishopping Growth in US
When it comes to combining in-store visits and online product research or purchase, Generation Z (ages 18 to 26) leads all other shopper age groups in the US, lending some spark an otherwise flat “omnishopping” environment.
Just-released findings from GfK’s annual FutureBuy study show that nearly half (46 percent) of all Gen Z shoppers in the US have researched an item on a mobile device and then bought it in a store – a strategy known as “webrooming.” That level is up 5 percentage points from 2015 and beats other generations by 12 to 27 points.
One-third (32 percent) of Gen Z US shoppers report they researched a product in a bricks-and-mortar store and then bought it online via a mobile device (“showrooming”). This compares to 24 percent just a year ago, and bests other generations by 11 to 20 percentage points.