Generation Z finds products online but prefers to shop in-store

The Gen Z population -- those born between the late 1990s and the mid-2000s -- still value the in-store experience even though they're likely to search for products online.

This is among the findings of a study into shopping habits by retail analytics specialist Euclid Analytics. It reveals that this age group like to see, hold and try on products before buying and 28 percent of Gen Z shoppers want to engage with store associates while shopping, the most of any generation.

Other interesting findings are that only 47 percent of Gen Z shoppers like to browse stores (tied with baby boomers for the lowest compared to millennials and Generation X) and 31 percent of Gen Z shoppers believe it is hard to find items they are looking for in a physical store (the most of any generation).

There are higher expectations for retailers to offer a personalized experience based on shopping habits and preferences, with 26 percent of Gen Zs, the most of all demographics, wanting this against 22 percent of millennials, 17 percent of Gen X and 11 percent of baby boomers.

As you might expect social media pays a key role, 44 percent of Gen Z shoppers use Snapchat the most while shopping in a retail store, compared to only 16 percent of millennials and five percent of Gen X respondents. But while Gen Z shoppers use Snapchat the most while shopping, they rely mainly on Instagram (45 percent) to find new cool products, followed by Facebook (40 percent).

Smartphones are important too, with 57 percent of Gen Zs using them during the shopping experience. This makes features like free guest Wi-Fi important with 53 percent saying it would motivate them to shop in a store, compared to 41 percent of millennials.

"Retailers should reach out to Generation Z at this early stage to introduce their brands and forge enduring relationships," says Brent Franson, CEO of Euclid Analytics. "Our findings highlight some great opportunities for them to connect with this mobile-first population that's still very much interested in meaningful in-store experiences. Winning their loyalty will mean getting creative about using mobile and social marketing outreach in their physical stores."

The full report with more information is available to download from the Euclid Analytics site.

Image Credit: Kamil Macniak / Shutterstock