There’s no denying that our digital devices have made it exponentially more convenient to order dinner, restock your favorite shampoo and keep up on the news. But today’s consumers crave touchpoints beyond their screens, like in-store activations, print media, and face-to-face interactions.
Researchers from The Harris Poll surveyed more than 2,000 US consumers about their engagement preferences with brands and retailers. Many—especially younger consumers—are experiencing screen fatigue, with 81% of Gen Z wishing to disconnect from digital devices more easily.
This has huge implications for marketers who strive to “meet consumers where they are.” It may be in their home mailbox or at a retail pop-up in town—tactile and IRL activations that connect online and offline.
Tactile experiences are more “magical” for consumers.
The Harris Poll found that consumers prefer tangible branded moments that feel differentiated and exciting, compared to the two-dimensional sameness on their screens:
- 71% of consumers say print catalogs or magazines feel more authentic than digital campaigns, and 65% look forward to receiving catalogs from brands.
- 88% of consumers say it’s easy to remember physical store experiences that go out of their way to engage customers, and 71% say experiencing a brand in a physical store deepens their connection and loyalty to it.
- 74% of Gen Z and millennials are more likely to buy from brands that offer unique unboxing experiences.
- 60% of Gen Z and millennials say that waiting in line for a hyped retailer is part of the fun.
Across the survey results, consumers of all ages—but especially younger consumers—desire hands-on engagements with brands.
The best experiences blend physical and digital touchpoints.
Don’t worry, marketers. Digital devices aren’t disappearing. Consumers want brands to blend digital and physical experiences. In fact, 78% of Gen Z and millennials appreciate when digital touchpoints enhance the physical shopping experience.
To dig deeper into the research, read “The Return of Touch Report: Reimagining Consumer Engagement in 2025,” by The Harris Report, presented by Quad.