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Young Shoppers Want to Buy Through Social Media

Shoppers aged 20 and under are increasingly interested in buying goods directly through social media.

Shoppers aged 20 and under are increasingly interested in buying goods directly through social media.  

A study by Accenture found that 68% of UK shoppers in this age group – also known as generation Z - are interested in buying goods directly through social media channels. The survey also found 40% have increased their use of social media this year to help them make purchasing decisions.  

Senior managing director at Accenture’s retail industry, Jill Standish, said generation Z spends more time on social media than their millennial counterparts, and don’t want to be drawn away from these channels to make purchases.

She said: “If they are spending their time on social platforms, then this is where they want to be buying their products.”

Generation Z shoppers are also using voice-activated devices such a Siri or Alexa to make purchases; 52% of shoppers say they either already use these devices or would be willing to use them to shop.

However, 60% of generation Z said they would still like to make their purchases in-store, with 46% still checking in store for more information on products before making their purchases online.

Managing director in Accenture’s customer and channels practice for retail, Jill Ross, suggested that retailers should invest in technology that allows them to tie the in-store and online experiences together to cater to the new generation of customers.

She said: “Stores will need to be a part of this new reality by moving into the digital and, ultimately, virtual world, to become a showcase for discovery and engagement for the brand, offering rich, dynamic interactions that turn the store into something to be remembered, worthy of creating lasting relationships with Generation Z as well as broader consumer segments.”

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