While Generation Z and Millennials are often described as the first generation of digital natives, Generation X are consistently the most open to technological innovation when compared to younger shoppers, research by Vodat International has revealed.

A survey of over 1,000 UK shoppers by the cross-channel communications firm showed that Generation X are the most willing to use a wide array of in-store technology, ranging from contactless payments and touchscreens, through to augmented and virtual reality.

The study found that 65 per cent of Generation X (between roughly 40 and 54 years-old) said they would be happy to use digital touchscreens to access product details – compared to 53 per cent of Millennials (24 to 38 year-olds) and 50 per cent of Generation Z (up to 24 years-old) shoppers.

The statistics also highlight a higher uptake by Generation X consumers when it came to using interactive shelves and digital edge labels that provide product specs, information kiosks that enable ordering, and shop floor staff equipped with tablets or smartphones.

A further 20 per cent of Generation X shoppers said they would happily interact with robotic shop assistants, compared to 16 per cent of Millennials and just 12 per cent of Generation Z customers, while 17 per cent of GenX shopper said they would like to see augmented and virtual reality in-store compared to just 10 per cent of the younger age groups.

Loyalty card apps were popular with half of all GenX respondents, slipping to 44 per cent of GenZ and 42 per cent of Millennials.

Roy Reynolds, technical director at Vodat International, said it’s clear that in-store connectivity and customer-facing tech have now firmly entered the retail mainstream.

“Shoppers from all generations now expect slick, innovative digital experiences while they shop,” he stated. “Retailers that successfully fulfil this desire, rather than simply paying lip service will win a greater slice of the market and successfully increase conversion rates, customer loyalty and brand advocacy.”

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