Dive Brief:
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More than 68% of 18-25 year olds prefer shopping in stores over online for apparel and shoes, according to research by New York City-based LIM College. Just 23% shop via mobile, and more than half (56%) use debit cards over cash or credit cards to pay, the study found. The school offers degrees in business and fashion.
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Young shoppers aren’t as impulsive as we may think, either, with 66% thinking about their purchase ahead of time and using the web to do that research. Just 20% shop from flash sale sites and most are not aware of such sites.
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And while consumers in this group may “like” a brand on social media, 88% don’t want to shop via Facebook or Twitter.
Dive Insight:
Retailers, take note. These findings show that the perception that young consumers’ use of the web and technology to shop does “not match our own habits and preferences,” according to the report “Shopping Trends Among 18-25 Year -Olds” conducted by LIM College students and the National Retail Federation Student Association (NRFSA). And they are apparently thoughtful and careful consumers, using social media and the web to explore possibilities rather than actually make purchases.
"As part of our activities as an NRFSA we decided to survey our peers to analyze how 18-25 year olds shop, where we shop, how much we spend, our preferences for shopping online and via mobile devices versus in stores, and the role social media plays in our shopping activities," said Patrick Mays, who was a member of the LIM College NRFSA team.
"And sure enough retail observers have been significantly overestimating our use of online and digital technology for shopping," said Nicole Flasch-Mihalko, another team member. "We like shopping in stores and are not as engaged in shopping on the Internet as many have touted. I guess the demise of the brick and mortar format of retailing—at least for 18-25 year-olds—is grossly exaggerated."