Description

Stay ahead of the curve with Mintel’s US Gen Z: Online Shopping Behaviors Market Report 2023. Our full report is packed with Gen Z consumer insights, the latest trends and consumer behaviors affecting how the generation approaches online shopping.

Below, we’ve handpicked the key insights analyzed in the full report and summarized the core topics.

Key Topics Analyzed in this Report

  • The impact of economic factors on Gen Z.
  • Gen Z’s sources of spending money.
  • Product category purchases and retailers shopped.
  • The role of social media on product discovery.
  • Important factors when shopping online.
  • Online shopping behaviors.
  • Attitudes toward shopping online.

Who are Gen Z?

Born between 1997 and 2010, in 2023, Gen Z are between the ages of 13 and 26. For the purposes of this report, Mintel has used the following definitions:

  • Gen Z teens: consumers aged 12-17.
  • Gen Z adults: consumers aged 18-25.

Gen Z Online Shopping Habits and Market Opportunities

Gen Z accounts for nearly 18% of the total US population. As this generation gets older and has more purchasing power, they will have greater influence in the marketplace. The majority of Gen Z consumers learn about products through social media, but this doesn’t make physical experiences less important. Brands have the opportunity to delight these consumers in unexpected ways; this can include activations such as pop-up stores and event sponsorships.

Clothing is the leading category purchased online, with seven in 10 Gen Zs purchasing clothing online in the past 12 months. Within fashion, US Gen Zs focus on individuality and self-expression with the products they purchase. Seasonal trends, special occasions and collaborations are some ways to capture their attention and cater to their interests.

Purchase Mintel’s full consumer report to understand more about the US Gen Z audience and their habits and preferences when shopping online.

Expert Analysis from an eCommerce Specialist

This report, written by Marisa Ortega, a leading retail and eCommerce analyst, delivers in-depth commentary and analysis to highlight current trends in Gen Z’s online shopping behaviors.

Gen Z represents an increasingly important target audience across categories; brands will want to understand what they want from an online shopping experience.

Marisa Ortega - Retail and eCommerce AnalystMarisa Ortega
Retail & eCommerce Analyst

Table of Contents

  1. Overview

    • Key issues covered in this Report
  2. Executive Summary

    • Graph 1: population by generation, 2018-28
  3. Gen Z by the Numbers

    • Graph 2: population by generation, 2018-28
    • Graph 3: population by race and generation, 2023
  4. The Consumer

    • Source of spending money
    • Graph 4: source of spending money, 2023
    • Graph 5: source of spending money – Gen Z teens, by race and Hispanic origin, 2023
    • Graph 6: source of spending money – Gen Z adults, by gender, 2023
    • Graph 7: skills interested in developing – Gen Z adults, 2023
    • Items purchased online
    • Graph 8: items purchased online in the past 12 months, 2023
    • Graph 9: select items purchased online in the past 12 months – Gen Z teens, by gender, 2023
    • Graph 10: purchase involvement by product category – Gen Z teens, 2023
    • Purchases by shopping channel
    • Graph 11: purchases by shopping channel (NET), 2023
    • Product discovery
    • Graph 12: product discovery, 2023
    • Graph 13: product discovery – Gen Z teens, by race and Hispanic origin, 2023
    • Graph 14: product discovery – Gen Z adults, by gender, 2023
    • Beginning the shopping process
    • Graph 15: beginning the shopping process – Gen Z teens, 2023
    • Graph 16: beginning the shopping process – Gen Z adults, 2023
    • Graph 17: beginning of the shopping process – Gen Z teens, by race and Hispanic origin, 2023
    • Retailers shopped
    • Graph 18: retailers shopped online in the past 12 months, 2023
    • Graph 19: retailers shopped online in the past 12 months – Gen Z teens, by daily social media website visits, 2023
    • Graph 20: retailers shopped – Gen Z adults, by daily visit social media website visits, 2023
    • Important factors when shopping online
    • Graph 21: important factors when shopping online, NET – any rank, 2023
    • Graph 22: important factors when shopping online – Gen Z teens, by gender, NET – any rank, 2023
    • Graph 23: important factors when shopping online – Gen Z adults, by gender, NET – any rank, 2023
    • Online shopping behaviors
    • Graph 24: online shopping behaviors – Gen Z teens, by race and Hispanic origin, 2023
    • Attitudes toward shopping online
    • Graph 25: attitudes toward shopping online, 2023
    • Graph 26: attitudes toward shopping online, 2023
    • Graph 27: attitudes toward shopping online, 2023
  5. Competitive Strategies

    • Opportunities
  6. The Market

    • Market drivers
    • Graph 28: Consumer Price Index change from previous period, 2020-23
    • Graph 29: GDP change from previous period, Q1 2007-Q2 2023
    • Graph 30: unemployment, 2020-23
    • Graph 31: disposable Personal Income Chained (2012) dollars, 2022-23
  7. Appendix

About the report

This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

Market

Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.

Consumer

Mintel’s proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.

Brand/Company

Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.

Data

Market reports provide appendices of data to support the research and insight produced. Our tables of data are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.

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