PowerReviews Study Shows Centennials Prefer to Shop In-Store, Research Online

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PowerReviews releases study on Generation Z shopping habits, statistics show how retailers can win over the cautious Centennial shopper.

December 2 – Chicago- The next generation of shoppers could be leading a return to in-store shopping, according to new research from PowerReviews, a leading provider of ratings and reviews and Q&A technology to more than 1,000 global brands and retailers.

Surveying the shopping habits of more than 1,700 Centennials (ages 13-18) and Millennials (ages 19-34) in the U.S., the “Centennial Shopper Study revealed that when researching and browsing products, an overwhelming majority of Centennials, 94 percent, prefer do so online. However, when it comes to purchasing, Centennials prefer to buy in-store (46 percent) versus 37 percent of Millennials.

“There is no longer distinction between ecommerce and commerce. These results reflect the growing blurring of lines between online and in-store, particularly to our latest generation,” said Matt Moog, CEO of PowerReviews.  “This study demonstrates that Centennial engagement is ongoing and omnichannel. Retailers need to be equipped to reach Centennials at any stage of their shopping journey.”

The PowerReviews report also found that Centennials’ 24-hour access to technology has made this generation impatient when it comes to receiving product information. If they can’t get their questions answered immediately, they’ll walk away – most likely directly to a competitor. Over a third of Centennials said they wouldn’t purchase a product if they couldn’t ask a question about it directly on the product’s page, with 79% heading straight to another retailer or to Amazon.

In addition to their purchasing behavior, the survey also revealed a dependency on reviews:

  • 95 percent of Centennials read reviews while shopping and nearly half will not purchase a product if there weren’t enough reviews.
  • Nearly two-thirds of Centennials read a minimum of four reviews before making a purchase.
  • Reviews are more important to Centennials than a recognizable brand name or free delivery.
  • Centennials trust online reviews more than a friend’s recommendations on social media: 43% of Centennials trust reviews on a company website compared to just 21% who trust reviews on their social media feeds.
  • Almost half of Centennials said they don’t trust a product’s reviews if there are no negative reviews included.

To download a free copy of the PowerReviews Centennial Shopper Study, visit www.powerreviews.com.

About PowerReviews
PowerReviews works with more than 1,000 global brands and retailers to collect and display ratings and reviews on 5,000 websites. Ratings and reviews are an essential resource for consumers as they search and shop online and in-store: they drive relevant traffic, increase sales, and create actionable insights to improve products and services. PowerReviews’ mobile-friendly rating and review and Q&A software is fast to implement and simple to customize, making it easy for brands and retailers to generate more authentic content that is seen by more consumers. The PowerReviews Network is the largest in the industry, reaching 2,500 retailers and more than 700 million in-market shoppers every month, giving retailers and brands the power to reach shoppers wherever they are. For more information, visit www.powerreviews.com.

For additional information:
Meghan Spork
Walker Sands Communications