conversion camp: how are gen z shopping? consumer insights from keep it usable
TRANSCRIPT
Keep It Usable Consumer Insights Research Findings: How are Gen Z shopping?
Who are Generation Z?
What if there’s no Google? “I don’t know, Google it.”
16-24 years old (born 1991-1994) and raised in the 2000s
10% of the UK population
Digital natives: born in the social media and Internet eraThey move fluidly from digital to physical world, without making a conscious distinction between them
Independent research conducted by Keep It Usable
with 16-24 year olds
Here’s what we found out…
I go to the shopping centrenearly everyday…at least five times a week.Female, age 16
Offline shopping means a girls day out, it is going out with friends and my sister, and I imagine it’ll be the same in ten years.Female, age 20
I’m kind of 50-50. It really depends on the product.Female, age 18
I prefer to buy electronic stuff online. You can find more products and more specific shops!Male, age 20
Shopping
What do Generation Z think about HIGH STREET SHOPPING?
Immediate
Physical experience of the product Touch and access to the product
Social Activity Hobby
Safer
High street shopping: Positive aspects
Busy
Messy
Tedious
Frustrating
High street shopping: Negative aspects
You walk around and people are pushing, and If you like something, maybe it’s the last one and someone else picks it up…you walk out of the shop disappointed because you didn’t manage to get it..I don’t like high street shopping!Female, age 19
High street shopping: Negative aspects
What do Generation Z think about SHOPPING ONLINE?
Good variety
More Products
Prices comparison
Less impulsive purchase
Quicker
Shopping online: Positive aspects
Riskier
No check of the product
“Can be a Gamble”
Shopping online: Negative aspects
I don’t like to put in my credit card details online, they’re my mum’s, because of fraud or if something happens… I feel it’s more secure in a shopFemale, age 16
How do they access e-commerce websites?
58% use their mobile 6+ hours per day
35% browse products online several times a day
Mobile: for browsing, quick view of products
Laptop computer: for buying, easier for typing payment details, bigger pictures, more open tabs
How do they access e-commerce sites?
Boredom
When travelling - Bus, tram, train
Spare time, time filler
When searching for something specific
What triggers them to browse or buy online?
I browse quite often… it is just something to do!Female, age 18
Do they share whilst they are shopping online?
Text Messages Link to the product page or screenshot of the product
Emails Although they don’t have all their friends email addresses
Face-to- face
How do gen z share whilst shopping online?
I do share products with my friends, because the way friendships are your friends might like it… usually you have similar interestsFemale, age 17
They don’t like to share publicly on social media while they are browsing or shopping products online [Inbox, instant chat]
I don’t want to put on Facebook that I got a new pair of shoes. I know some people would do it, but I don’t do it. Male, age 16
Sharing on social networks
They look for a second opinion
They care about security but are risk taking
They know what the risks of the online environment, but they take the risk anyway
If it’s protected by Visa…that’s safe.Female, age 20
I check if the payment is safe. It could be a big danger though, it’s not like in a face-to-face interaction.Female, age 18
I’ve got a dedicated online payment card. You would never be fully secure with online payment, you can never really know with online stuff.Male, age 20
I always check if it’s a protected payment, because it’s access into my bank account.Female, age 16
Checkout & Online payments
They need to trust the website before making a purchase decision.
First impression Trustworthiness feeling
Social proof The more people use it, the more secure it will be
Good previous experience
Trust
Trustworthy factors Professional layout, simple to use, linear, clear, straightforward
Untrustworthy factors Poor layout, lot of pop ups, too many links, color, fonts, no Paypal payment option
Trustworthiness for gen z
Quality Price ReviewsDelivery cost Delivery information
Good to know before making the purchase
Return Policy Checkout process
Quick and simple
Decision-Making Factors
Poor ‘Dodgy’ layout Bad ReviewsDelivery time and cost Payment options - Paypal is the most popular
payment option among Generation Z
What puts them off?
How to contact Generation Z?
I always read messages, butI don’t want a company messaging me. I message with my friends, not with a company.Male, age 20
I prefer when companies email me…I can ignore emails!Female, age 23
Co-creation & Engagement
Interact with Generation z rather than one way communication
DECISION MAKING PROCESS online
SEARCH ON GOOGLE
ASPIRATIONAL BROWSE
REVIEWS
SECOND OPINION
STORE VISIT for expensive products
ONLINE PURCHASE
I used to shop on Asos a lot, but on Missguided you can find the same things, but they are a lot cheaper.Female, age 20
Price is important to gen z
I used Boohoo before, I’ve ordered a few dresses from them, the quality was good, but for some reason the one thing that put me off was the packaging…from Missguided I get the clothes and they are quite nice and folded, whereas from Boohoo they are messy. I still order sometimes from them, but the packaging could be nicer.Female, age 19
Explore offline reasons for lost conversion
More pictures of the product
Natural models
More size details
Improve customer service Instant chat, friendly and caring service
Two way relationship with the company
What do Generation Z want?
