Last August, when PwC polled consumers in Canada who planned to shop during the 2020 holiday season, 60% of Gen Z respondents (ages 17 to 24) and 61% of millennial respondents (ages 25 to 38) said email ads influence their purchase decisions. A Renaissance for Email Marketing. Imprecise execution of email marketing campaigns led to an unfortunate epithet for those messages: spam.

Most digital shoppers in the US are smartphone shoppers. Some 89.2% of digital shoppers will shop with their smartphones in 2021, a share that will rise to 91.7% in 2025. More than half (56.6%) of digital shoppers will shop with their tablets in 2021, but this share should drop to 54.1% by 2025. Tablet shoppers are more likely to convert than smartphone shoppers.

Nearly three-quarters of TikTok shoppers worldwide shop on TikTok when they stumble across something in the feed, per Bazaarvoice. Read more from our latest report about the trends we are seeing across TikTok and ecommerce shopping. Insider Intelligence: What role does TikTok have in promoting marketing efforts of skincare products? Junior Scott Pence: TikTok is our No. 1 platform.

Sustainability is a primary brand consideration for millennial and Gen Z consumers. Younger generations not only have enormous influence on brand perceptions, but increasingly wield the power of the wallet. Millennials now represent $600 billion in spending power, while Gen Z chips in another $140 billion.

While Gen Zers in the study placed greater value on several features than older respondents did, demand for the three most valued account management tools transcended generations. Changing a debit card PIN in the app saw almost equal demand from Gen Zers (39%), millennials (41%), and Gen Xers (39%).

Gen Zers are fairly credit-averse relative to other generations, though that may change as they grow up and gain spending power. Embracing debit could help Robinhood attract this generation as they become old enough to invest. The card also fills an unmet need in the market for debit rewards.

As UK consumers settle on new ways of shopping and buying post-pandemic, retailers must keep pace and cater to these new habits.

First it helped students with scholarships, now it’s branched out into debit cards. Fostering trust with Gen Zers and helping grow their financial literacy could pay off.

Nearly half of our Gen Z survey respondents tell us that they’ve purchased a secondhand clothing item in the past year. When you have a whole generation of consumers for whom shopping secondhand is second nature, it fuels your growth. People who might not think secondhand is cool are changing their minds.

Just 14% of respondents in a December 2021 Bizrate survey for eMarketer said they used AR or VR while shopping, and 35% are at least somewhat interested. However, an even larger share, 41%, is not interested in using the emerging technologies for shopping.

The dangers of greenwashing: While many Gen Z consumers have less disposable income than other generational cohorts, the data suggest they are willing to pay more for sustainable brands. The leading concern of Gen Z is climate change and protecting the environment, per a separate Deloitte study—outweighing all other concerns, including income inequality, unemployment, and healthcare.

In 2021, social audio app Clubhouse registered a total of 6.7 million downloads in the US. About 42% of those downloads occurred during Q1 2021, when the app received extraordinary media buzz. But as established platforms created copycat features, Clubhouse’s downloads decreased.

According to a survey by Match and The Kinsey Institute, 62% of single respondents said they were seeking more committed relationships, and the desire to enter a relationship in the next year was strong among both millennials (76%) and Gen Z ers (81%).

Gen Z and millennial respondents consistently valued customer service features more highly than their baby boomer counterparts did.

Over a third of US digital buyers will use BNPL by 2025, with use highest among millennials and Gen Zers, who are gaining spending power, according to our forecasts.

Gen Z is most willing to put their money behind sustainable products. 63% of Gen Z respondents to a Capgemini survey would be willing to pay extra for grocery products that include information on their environmental impact, compared with 26% of boomers.