Connect with us


Gen Z and Millennials Most Likely Omnichannel Shoppers

But each generation has its own expectations for their shopping experiences, survey finds.




Gen Z and Millennials Most Likely Omnichannel Shoppers

Gen Z, Millennials, Gen X, and Boomers all have distinctly different expectations from brands, shopping preferences and patterns and outlooks for the future, a new study from Near Intelligence Inc. concludes.

Near’s retail report surveyed 2048 global consumers across generations in the United States, United Kingdom, and Australia. The report explores a range of topics, including how consumers approach shopping using online, in-store and omnichannel routes; what attracts them to shop at certain shopping centers and stores; how consumers feel about spending for the upcoming holiday season; and how they’re looking for deals.

Key findings show how distinct age groups approach shopping, their expectations from brands and shopping centers, and the platforms they prefer for their shopping experiences. (When it comes to the latter, the survey found Gen Z (62.7 percent) and Millennials (64.6 percent) are twice as likely as Boomers (32.9 percent) to use omnichannel approaches in their purchase journey.)

The findings of generational variations in shopping approaches hold significant ramifications for businesses striving to excel in today’s dynamic marketplace, Near executives note.

“Many retailers simply don’t have the data they need to navigate in today’s ever-changing retail landscape, and must be armed with valuable consumer insights to ensure they’re making the right business decisions, while also keeping pace with their shoppers’ latest desires,” said Anil Mathews, CEO of Near.

Click here for specific findings from the study.


Over the years, INSTORE has won 80 international journalism awards for its publication and website. Contact INSTORE's editors at



Wilkerson Testimonials

Wilkerson: “They Feel Like Family”

Newton’s Jewelers in Fort Smith, Ark., was a true institution. But after being at the helm for most of his life, owner (and descendent of the original founder) Kelly Newton decided it was time to retire. He chose Wilkerson to handle the sale. “I’ve known the owners of Wilkerson for a long, long time. I felt at home with them,” he says. The final retirement sale was just a “blast” and the Wilkerson sales team made it so very simple and straightforward, says Newton. Would he recommend Wilkerson to others? Absolutely. “They’ve done incredible work,” says Newton. “They feel like family.”

Promoted Headlines

Most Popular