News • 28.05.2021

Gen Z shopping journeys start on Social Media

Findings reveal generational shopping preferences: purchases are mostly made on third-party websites

Teenagers with smartphones stand in front of a Z, small icons fly above their...
Source: PantherMedia/Nataliia Nesterenko

Leading digital experience platform provider Optimizely (formerly Episerver) today announced new survey data revealing the nuanced preferences of Gen Z and Millennial consumers as we begin to emerge from the pandemic. The survey, which polled 1,000 U.S. consumers, showed that more than half of Gen Z finds inspiration on TikTok, Instagram or Facebook (in that order) when shopping, yet the majority still turn to Amazon and third-party websites to make purchases.

As Gen Z turned to social media more than ever during the pandemic, the millennial generation emerged with high expectations for brands – Optimizely's survey revealed that Millennials were more likely than any other generation to look at a brand’s value and mission if they could not decide which brand to buy from.

This indicates that younger generations are looking well beyond the product when shopping – they are heavily influenced by a brand’s social presence, values, and many other factors that are crucial for brands to understand, and optimize for, if they wish to succeed.

"Across every generation, today’s consumers are hungry for perfection when it comes to their digital experiences," said Kirsten Allegri Williams, CMO of Optimizely. "It’s important that brands recognize this and optimize their platforms to best entice new and existing customers. They need to know who they are selling to and we are here to help them crack the code on their buyers’ digital journeys ahead of one of the largest spending economies of the century."

Additional insights from the survey include:

  • Only Gen Z values personalization above all: More than a third of Gen Z values personalization over all else when it comes to their digital experience (37%), while all other generations valued simplicity most. 52% of Gen Z value personalization so highly that they are willing to share more information with brands if it means a more personalized shopping experience, while less than a third of Baby Boomers are willing to share information.
  • However, even the digital generation is concerned with the information brands have about them – which speaks to the care brands need to take when approaching all consumers: 42% of Gen Z respondents are concerned with how much brands know about them. While this is the lowest of all generations it is still nearly half of Gen Z respondents. Millennials followed suit with 55% saying they are concerned with how much brands know about them, while the majority (66%) of Boomers are concerned.
  • Simplicity, speed and personalization win big: All consumers, not just the latest generation to enter the market, are increasingly expecting their digital experience to be seamless and multifaceted from discovery to post-purchase. While Gen Z, Millennials and Baby Boomers did not agree on what the term digital experience meant to them, they all ranked simplicity, speed and personalization high on their list of what they are looking for from brands.
  • The definition of digital experience is not clear: There is significant confusion about the definition of digital experience. Over a third (36%) of Baby Boomers believe digital experience is just the website and app that brands provide, and other generations are split on a definition across the board. The fact that consumers are so split on what they consider to be a brand’s digital presence indicates that digital interactions with brands will take many forms - underscoring how crucial it is that brands are providing consistent experiences across all channels.
Source: Optimizely

related articles:

popular articles:

Thumbnail-Photo: More than just a technical gimmick: augmented reality in retail...
05.05.2021   #e-commerce #brick and mortar retail

More than just a technical gimmick: augmented reality in retail

How to bring your retail space to your customer's home

When the shop doors have to remain closed due to pandemic regulations and customers switch to online offerings, the digital shopping experience from smart devices should be made as eventful as possible. This is where the use of artificial ...

Thumbnail-Photo: Development of Hainan global smart supply chain pilot zone...
21.06.2021   #retail #logistic solutions

Development of Hainan global smart supply chain pilot zone

Cainiao will be supporting Hainan’s logistics infrastructure development to attract over 1,000 duty-free merchants to the island

Cainiao Smart Logistics Network (“Cainiao”), the logistics arm of Alibaba Group Holding Limited, announced at its annual Global Smart Logistics Summit 2021 that it has entered a strategic partnership with the Hainan government to support ...

Thumbnail-Photo: Digital signage creates more time for customers at 3...
20.06.2021   #customer satisfaction #digital signage

Digital signage creates more time for customers at 3

Telecommunication company 3 relies on electronic price tags

The staff members in the telecommunications company 3's stores do not have to worry about updating product information or prices, as all the stores have installed electronic price tags from the IT company Delfi Technologies. The stores can ...

Thumbnail-Photo: Reusable pop-up store
07.07.2021   #brick and mortar retail #sustainability

Reusable pop-up store

PANGAIA showcases high-tech naturalism at The Selfridges Corner Shop

In spring of this year PANGAIA offered its customers an extraordinary shopping experience. For the first time, customers were able to visit the PANGAIA pop-up store in The Selfridges Corner Shop, which was designed to literally guide them through ...

Thumbnail-Photo: A strong but changed retail industry looks to the future....
01.06.2021   #e-commerce #brick and mortar retail

"A strong but changed retail industry looks to the future."

Retail experts at NPD discussed future retail trends

The retail industry is now doing better than many retailers expected last year as stores, offices, and schools shut down across the country. In fact, compared to last year, discretionary retail sales revenue in the U.S grew 17% from January 1 ...

Thumbnail-Photo: E-commerce advertising industry benchmarks for 2021...
27.04.2021   #online trading #e-commerce

E-commerce advertising industry benchmarks for 2021

Sidecar report: Advertising benchmarks for Google, Facebook, Instagram, and Amazon

The global pandemic led to sweeping improvements in return on ad spend and reductions in cost per acquisition across primary ad platforms in 2020. That’s according to Sidecar’s 2021 Benchmarks Report, the company’s new retail ...

Thumbnail-Photo: Shopping experience with interactive digital signage applications...
25.05.2021   #digital signage #brick and mortar retail

Shopping experience with interactive digital signage applications

Using lift & learn features and smart mirrors to activate customers

The advantage in traditional stores: customers can examine the items and pick them up. The advantage in e-commerce: There is a wide range of products and information. With the use of digital signage solutions, these two advantages can be ...

Thumbnail-Photo: Magical shopping experience
10.06.2021   #customer satisfaction #app

Magical shopping experience

Finally Harry Potter fans can visit the official Harry Potter flagship store New York City

Harry Potter New York will set a new standard for themed retail, combining breath-taking design, exquisite craftsmanship, hand-crafted props, exciting interactive elements and exclusive products - inviting fans to experience the Wizarding World in a ...

Thumbnail-Photo: Livestream shopping: the sales channel of the future?...
03.05.2021   #e-commerce #mobile shopping

Livestream shopping: the sales channel of the future?

Interview with Alex von Harsdorf, Co-Founder and CEO of LIVEBUY

In Asia, and especially in China, livestream shopping has already been widespread for years. 10 percent of e-commerce sales are generated via livestream shopping, and experts predict that this share will rise to at least 25 percent in the near ...

Thumbnail-Photo: Transformation of supply chain network
23.07.2021   #logistics (software) #supply chain management

Transformation of supply chain network

Kroger and KNAPP expand the Great Lakes Distribution Center

The Kroger Co. and KNAPP, provider of intelligent automation and specialized software solutions, announced their agreement to deploy, expand, and enhance the capabilities and capacity of the retailer's existing Great Lakes Distribution Center in ...


Navori Labs
Navori Labs
Rue du lion d'or 4
1003 Lausanne
Delfi Technologies GmbH
Delfi Technologies GmbH
Landgraben 75
24232 Schönkirchen