Gen Z: Online Shopping Behaviors - US - April 2021

OVERVIEW
What you need to know 
Key issues covered in this Report
Definition 
Economic and other assumptions 
COVID-19: US context 
EXECUTIVE SUMMARY 
Top takeaways
Market overview
Figure 1: Population by generations, 2021
Figure 2: Distribution of generations by race and Hispanic origin, 2021
Impact of COVID-19 on Gen Z
Figure 3: Short-, medium- and long-term impact of COVID-19 on Gen Z, April 2021
Opportunities and challenges
Gen Z spending power is massive; yet, spending remains scaled back – for now
Using social to connect, play, and shop
Establishing communities
Incorporating tech to entice Gen Z
GEN Z CONSUMERS – KEY TAKEAWAYS 
Gen Z takes up its fair share of space within generations
Diversity is central to Gen Z
Being environmentally friendly is a must
GEN Z CONSUMERS BY THE NUMBERS 
Gen Z by the Numbers 
Figure 4: Population by generations, 2021
Gen Z Demographic Breakdown 
Figure 5: Distribution of generations by race and Hispanic origin, 2021
Figure 6: Gen Z age breakdown: Teens v. Adults, 2021
Figure 7: Gen Z gender breakdown, 2021
Impact of COVID-19 on Gen Z
Learnings from the Great Recession
MARKET FACTORS 
Even as digital natives, Gen Z wants to feel safe online
Gen Z looks for work to get them back on track  
Figure 8: Unemployment and underemployment, January 2007- January 2021
Tech: platforms for connection 
Gen Z: The conscious consumer
Silence is not an option for Gen Z 
Gen Z expects brands to do their part for the environment 
COMPANIES AND BRANDS – KEY TAKEAWAYS 
Offering options for sustainability
Incorporating Gen Z into R&D
Offering ways for Gen Z to shop as best for them
COMPETITIVE STRATEGIES
Poshmark entices Gen Z to shop sustainably and turn a profit
Figure 9: Shopping smart with Poshmark
Focusing on DEI with Aerie
Figure 10: AerieREAL-ness Campaign
Livestream shopping with Instagram
MARKET OPPORTUNITIES 
The need for sustainability 
Involving Gen Z in the research process
Fostering online communities 
Rising popularity of NFTs creates opportunities with Gen Z consumers 
Using gaming to reach Gen Z
THE CONSUMER – KEY TAKEAWAYS  
Connecting early with Gen Z teens
Family plans provide freedom and flexibility  
Helping Gen Z find their communities 
Gen Z: Cash-strapped and looking for opportunities 
UNDERSTANDING GEN Z ADULTS AND TEENS
Online shopping is priority for Gen Z
Figure 11: Online shopping frequency, February 2021
COVID-19 encouraged even more online shoppers
Figure 12: Online shopping pre/post COVID-19, Gen Z adults, February 2021
Figure 13: Online shopping pre/post COVID-19, Gen Z teens, February 2021
Opportunity to drive Gen Z shopping online across categories
Figure 14: Products bought online, February 2021
Teen Spotlight: Parents are still heavily involved in purchases
Figure 15: Who pays for items, February 2021
Figure 16: Teen spending money, February 2021
RETAILERS SHOPPED
Amazon’s dominance is helped by family plans
Figure 17: Where shopped, February 2021
Social media is a main meeting spot for Gen Z adults and brands 
Men enjoy ease and convenience; women enjoy exploration
Figure 18: Where shopped – Gen Z adult, by gender, February 2021
Building relationships early with teens of both genders
Figure 19: Where shopped – Gen Z teen, by gender, February 2021
LEARNING AND INFORMATION
Building trusted communities for teens and adults
Figure 20: Sources of information, February 2021
Gen Z Adults: women turn to personal sources; men find their own answers
Figure 21: Sources of information, Gen Z adults by gender, February 2021
Figure 22: Glossier product showcase
Gen Z teens seek peer approval as they establish their habits
Figure 23: Sources of information –  Gen Z teens, by gender, February 2021
BEHAVIORS AND IMPORTANT FACTORS WHEN SHOPPING ONLINE
Gen Z will put in effort to find a deal 
Figure 24: Actions before purchase, February 2021
Gen Z expects a superb overall experience 
Figure 25: Important factors when shopping online, February 2021
Providing adults with convenient experiences at all angles 
Figure 26: Top important factors, Gen Z adults, February 2021
Providing more fun for teens
Figure 27: Top important factors, Gen Z teens, February 2021
ATTITUDES TOWARD SHOPPING ONLINE 
Research, information, and search process
Gen Z Adults explore their options before making a final decision 
Figure 28: Attitudes toward shopping online –Research, information, and search process, Gen Z adults, February 2021
Teens investigate flexible options, for them and their parents 
Figure 29: Attitudes toward shopping online – Research, information, and search process, Gen Z teens, February 2021
Brand values 
Gen Z adults stick to their values
Figure 30: Attitudes toward shopping online – Brand values, Gen Z adults, February 2021
Figure 31: Nike Refurbished
Gen Z Teens are still establishing what they believe and who they trust
Figure 32: Attitudes toward shopping online – Brand values, Gen Z teens, February 2021
Shopping behaviors
Adults need brands to be a skillful partner in the shopping process
Figure 33: Attitudes toward shopping online – Shopping behaviors, Gen Z adults, February 2021
Gen Z Teens want brands to allow them to explore, and give them room for error
Figure 34: Attitudes toward shopping online – Shopping behaviors, Gen Z teens, February 2021
Social media 
Gen Z Adults seen convenient benefits of social commerce
Figure 35: Attitudes toward shopping online – social media, Gen Z adults, February 2021
Gen Z Teens gravitate toward social media for play and purchase
Figure 36: Attitudes toward shopping online– social media, Gen Z teens, February 2021
APPENDIX – DATA SOURCES AND ABBREVIATIONS
Data sources
Consumer survey data
Abbreviations and terms
Abbreviations
Generations, if discussed within this Report, are defined as:
APPENDIX – THE CONSUMER