A Global Young Shopper Survey recently questioned shoppers aged 16-21 in ten markets around the world.
And it was found that although young people are today growing up in the age of the internet most tech savvy young adults still prefer buying at a retailer that has a physical presence over adding items to a digital cart through online shopping.
And here are 3 reasons why…
It forms part of their youth culture how they perceived in social situations
As modern technologies are making life more virtual shopping malls are still there for people to have recreation, entertainment and food with family and friends, and is part of how youth use these retail spaces. Young people love to meet and be seen at the mall it creates a sense of community, friendship influences and peer approval especially when they’re seen shopping in stores they love and identify with.
It promotes their need for communication
As convenient as online shopping is for cutting out the time it would take to go and browse the malls. Younger shoppers are slightly more likely than older shoppers to choose that route of shopping. Youth love to shop in groups as it allows them to engage, as even when they go online it’s mostly to socialise.
Youth want a memorable brand user experience
They see a shop as a place to go for customer support as well as a place to see and handle the products. Particularly when they’re purchasing expensive and higher engagement items, such as a mobile phone it’s about paying a premium for experiencing the product over just owning things. And with online how else is a one to know the clothes purchased fit their body type properly. A fitting room is always appropriate as some clothes won’t always fit you well due to their cut and style, even if you know your measurements well. Just viewing goods and services to purchase online isn’t enough as young consumers love the environment of the store and interaction it offers.