Youth insights specialist, Voxburner, has revealed that 16 to 24 year olds still prefer the traditional high street experience when it comes to shopping for clothes, health and beauty products, rather than purchasing online.
Despite a clear preference for bricks and mortar stores when it comes to clothes, health and beauty, online wins out for the likes of movies, books and technology. Online retailers should be wary of how they communicate their use of data, however, as 69% of 16 to 24 year olds are worried about how companies use their data online.
Key findings of 16-24 year old shopping habits include, 69% of 16 to 24 year olds buy health and beauty products on the high street vs 28% who buy these products online. 78% buy clothes from the high street vs 66% who do so online. 69% purchase technology online vs 46% on the high street. 75% purchase movies, books and music online vs 42% from the high street. 68% use a laptop when shopping online compared to 11% on a mobile and 12% on a tablet . 69% are worried about the way companies use their data online
Simon Eder, Founder of Voxburner, says: “Many high street focused retailers will be encouraged to see bricks-and-mortar stores retain their relevance for this generation. From shopping malls and high street stores to supermarkets and charity shops, young people are prepared to shop around to find what they are looking for.
“This demographic has a tight budget and brands that can deliver good quality at affordable prices will hit the sweet spot. However shopping is now a truly cross-channel experience – young consumers are using the Internet just to browse and then making a decision to purchase in-store. Comparison websites, discount codes and user reviews are just some tools that have helped young people make sure they can find the very best quality at the very best price, and no-one epitomises this more than our Youth 100 winner this year, Amazon. Amazon offers value, convenience and is often the first port of call when searching for items online.”
It is clear that 16-24 year olds are shopping more online due to the effectiveness and convenience, this however quite worrying for retailers as this demographic are ultimately the next generation.