61% of Gen Z shoppers less loyal to favourite brands

61 per cent of Gen Z shoppers are less loyal to the brands they usually shop at than before the pandemic, according to research that surveyed 1000 young people aged 18 to 24.

A further 69 per cent of younger respondents think that they have become less patient with poor online experiences since the health crisis began, the study from Sitecore found.

66 per cent of young people said that they don’t miss in-store shopping as much as they thought they would, compared to 43 per cent of Boomers. A further 63 per cent of young people would describe themselves as digital converts who want to continue buying everything online after the pandemic.

44 per cent of Boomers have not had a poor experience online in the last year, compared to just 14 per cent of Gen Z.

“Even though the world is now returning to physical shopping experiences, the habits and expectations that lockdowns have established in consumers’ digital preferences are here to stay,” said Paige O’Neill, chief marketing officer, Sitecore. “If brands are to win over Gen Z, who represent the future of their customer base, they must create personalised digital experiences to cut through the competition. If they don’t impress fast, they risk being “cancelled” and losing loyalty overnight.”

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