Over a quarter of Gen Z and Millennials report making online purchases almost daily.
As digital paths to purchase grow increasingly diverse and revealing, online shopping habits have emerged as powerful identity signals in the digital space. Marketers, in turn, must grapple with the reality that succeeding in commerce media is not simply solved by showing up in the digital marketplace.
To better understand this complex landscape, GALE conducted a survey of 2,000 U.S. consumers asking about their relationship with shopping online. Among some expected trends, the findings uncovered nuanced behaviors that challenge common assumptions about different demographic groups' relationships with commerce media, digital advertising, and the overall shopper journey.
Highlights include:
- 48% of Gen Z consumers believe personalized digital ads can be helpful for shopping, with 40% feeling very positive about seeing brands advertise in multiple places.
- Men are generally more likely than women to shop online frequently, make impulse purchases, follow brand accounts, and be influenced by influencers.
- Women are more likely than men to abandon their online carts at checkout for several reasons, such as not qualifying for free shipping.
- 80% of Gen Z and Millennials recall purchasing a product directly after seeing a digital ad for it, with 27% of Gen Z and 30% of Millennials saying most of their online purchases over the past year were made this way.
Download the full report for a deeper look at the data and what it means for marketers.
