Study: 87% Of Aussie Gen Zs “Like Or Love” A Trip To A Shopping Centre
A new report by AMP Capital – owners of shopping centres in Australia – have just released a report on the shopping habits of Gen Zs (those born after 2000) that showed they loved shopping at shopping centres!
The 11th edition of its annual Recommended Retail Practice (RRP) report, which has found that Gen Zs, the ‘Future Shoppers’ (as the report called them) of Australia, favour shopping in-store over online shopping.
The report, From A to Gen Z: Shopping with the Future Generation2, found that 87 per cent of Australian Future Shoppers like or love shopping in-store compared to 79 per cent who like or love to shop online.
Highlight stats from the report include:
- 87 per cent of Future Shoppers (Gen Zs) like or love shopping in store
- 83 per cent of Future Shoppers would like to check stock availability online
- 61 per cent of Future Shoppers are likely to research online while in-store compared to just 36% of Current Shoppers
- 53 per cent of Future Shoppers are more confident when shopping with others compared to 27% of Current Shoppers (Australians over the age of 23)
- 32 per cent of Future Shoppers say they lack free time to go shopping in comparison to 24% of Current Shoppers
- Male Future Shoppers are more confident when shopping with others compared to male Current Shoppers (56 per cent vs 29 per cent)
The report identified four key themes:
1. Don’t panic! Traditional shopping is not dead
Despite the lure of online shopping, Future Shoppers still prefer to shop in-store more than Current Shoppers. They’re social creatures, drawn to the face-to-face, touch-and-feel experience that in-store shopping provides.
Fifty-three per cent of Future Shoppers feel more confident when shopping with others compared to just 27 per cent of Current Shoppers.
2. Online and bricks-and-mortar work together
For time-poor Future Shoppers, the internet plays an important role in their shopping experience before and during their in-store visits, creating strong opportunities for in-store sales.
Some 61 per cent of Future Shoppers research while in-store compared to 36 per cent of Current Shoppers.
While 63 per cent of Future Shoppers use retailers’ wish list functions, compared to 43 per cent of Current Shoppers.
3. Don’t just sell me something, mean something to me
Future and Current Shoppers are both highly engaged with global issues and value strong ethics and companies with a purpose that goes beyond just selling.
Just below 70 per cent of both Future and Current Shoppers prefer brands that give back to society.
Some 59 per cent of Future Shoppers agreed they would pay more for sustainable products compared to 48 per cent of Current Shoppers.
It’s increasingly important for retailers to adopt an ethical, sustainable and authentic approach in supporting the global issues that matter most to Australians today.
4. Male Future Shoppers are a whole new ballgame
Last year, the RRP report revealed that men love shopping. This year, 46 per cent of male Future Shoppers have said they are more interested in staying ahead of popular trends than 36 per cent of their female counterparts.
Male Future Shoppers prefer to shop in groups, with most stating that shopping is a social experience (51 per cent) versus only 36 per cent of male Current Shoppers.
Some 56 per cent of male Future Shoppers are more confident when shopping with others compared to 29 per cent of male Current Shoppers
It’s therefore important for brands and retailers to acknowledge the power of the male retail market, which provides a growing opportunity for them.
Mark Kirkland, managing director of AMP Capital Shopping Centres, said: “The findings of the 2017 RRP report are significant as it confirms that the future of retail is bright, with a range of new opportunities at our fingertips. The research highlights the importance of developing fun, social experiences in-store and the opportunities that emerge once brands and retailers align their online and offline offerings. AMP Capital’s RRP report also confirms Australians are ethical shoppers, who are willing to invest in sustainable brands, and that male Future Shoppers are the new trend setters when it comes to fashion.
“It also provides useful insights that can be shared across our industry, inspiring innovation and creation of engaging experiences that attract both Current and Future Shoppers and ensure the continued success of our sector.”
Latest News
Sydney Comedy Festival: Taking The City & Social Media By Storm
Sydney Comedy Festival 2024 is live and ready to rumble, showing the best of international and homegrown talent at a host of venues around town. As usual, it’s hot on the heels of its big sister, the giant that is the Melbourne International Comedy Festival, picking up some acts as they continue on their own […]
Global Marketers Descend For AANA’s RESET For Growth
The Australian Association of National Advertisers (AANA) has announced the final epic lineup of local and global marketing powerhouses for RESET for Growth 2024. Lead image: Josh Faulks, chief executive officer, AANA Back in 2000, a woman with no business experience opened her first juice bar in Adelaide. The idea was brilliantly simple: make healthy […]
Is Meta’s New AI Chatbot Too Left-Wing?
Meta's chatbot accused of being left-wing after being caught wearing a Che Guevara T-shirt & listening to Billy Bragg.
TV Ratings (23/04/2024): Why Did No One Tell Angela That Farmer Wants A Wife Is Set On A Farm?
As wonderful as this headline is, let's face it, we all know an 'Angela', don't we?
PubMatic Unveils New AI Partnership To Turn Social Posts Into Ads For Any Digital Channel
Here's some nifty tech for turning social posts into ads. Assuming said posts aren't one-star character assassinations.
Intuit Mailchimp Makes A Splash With Its First Australian Brand Campaign
Ever laugh along at a gag you didn't get so as not to appear dumb? Get ready for more feigning with this new work.
GumGum’s Rob Hall: Advertisers Can No Longer “Rely On Binary Descriptions” Of Consumers
If anyone's got their finger on adtech's pulse, it's Rob Hall. He also avoids using the good paper in the office printer
Mastercard Nabs Florencia Aimo From Marriott International
Marriott International's Florencia Aimo jumps from the hotel business to the exploitative credit card one.
Bastion Agency Appoints Cheuk Chiang As New ANZ CEO
Cheuk Chiang takes the reins over at Bastion Agency. But not the rains down in Africa.
Spotlight On Sponsors: Major Sponsorship Wins After A Disappointing Week In Sport
B&T continuing our deep dive into local sport sponsorships & that's despite not a single offer of a free ticket as yet.
Macca’s Marketing Director, Samantha McLeod On Big Mac Chant: “What Was Once Old Is Now Cool Again”
Macca's using the power of nostalgia in latest Big Mac campaign. Well, only for those who've ever eaten one sober.
World Premiere Of Midnight Oil: The Hardest Line To Open Sydney Film Festival 2024
Oil's biopic to open Sydney Film Festival. Here's hoping Molly Meldrum will take his pants down at the premiere.
Entries Are Now Open For The 2024 Brandies, IntelligenceBank’s Annual Brand Marketing Awards
The Brandies are, of course, a prestigious marketing gong and not the mystery tipple favoured by nannas everywhere.
The Fred Hollows Foundation Appoints Ardent For PR
Yes, we all like to have a joke at PR's expense. But sometimes it does important work, like this.
AI, eCommerce & Marketing Specialists Are In Increased Demand By Businesses, New Data From Fiverr Shows
Has your philosophy & anthropology degree left you with nothing but a huge HECS debt? Here's what you should've studied.
Perth’s First 3D Anamorphic Billboard Arrives Courtesy Of oOh!media
Do you love a buzzword? Now you can add anamorphic to the list as it relates to billboards, not a colleague's ears.
MasterChef Australia & Crown Resorts Launch Unique Dining Experience With ALUMNI
A pop-up restaurant staffed by MasterChef contestants! That's fine dining prices for first-year apprentice chef cuisine!
Amanda Laing Announces Resignation From Foxtel Group
Foxtel's chief commercial & content officer heads for the exits. Read nice things the bosses said about her right here.
The Lost Letters From Our Diggers: News Corp Unveils ANZAC Day Special
It's nice when brands respectfully acknowledge ANZAC Day.
Howatson+Company Acquires Akkomplice
Large indie acquires a slightly smaller indie. Much like a shark eating a tuna, just with less thrashing and blood.
Google Delays Third-Party Cookie Deprecation Again
In good news for the sale of picture library biscuit photos, Google continues to tease over the end of cookies.
Education A Low Priority For Aussies More Concerned With Cost Of Living Forethought Study Reveals
Study finds Aussies cutting back on education due to cost of living. Booze & Uber Eats sales remain largely unaffected.
“I’m Still The Same Person That I Was”: Rikki Stern Says “Fucc It” To Cancer Stereotypes
B&T always happy to promote the anti-cancer cause. Even brands that massively overdo it with the hot pink.
The Unapproved Climate Certification Allegedly Causing Mass Greenwashing
Are you left flummoxed in the canned tuna & free range eggs aisle? Just wait till this green certification gets up.
TV Ratings (22/04/2024): Fans Mock “Over The Top” Reaction To New MasterChef Judges
MasterChef returns for its 2024 season. B&T stands by putting peppercorns in Gravox & no one will be any the wiser.
Dentsu Restructure: Muddle, Harvey & Johnston Take Leadership Baton As Bass & Yurisich Exit
A large broom has swept through Dentsu's local ops this morning, taking with it some big names & the air con's cobwebs.
Industry Shares Trends Shaping The Industry This International Creators Day
B&T's asking adland creators to reveal their top trends. And it's not good news for your Jenny Kee cardigan collection.
Mable Extends HOYTS Sensory Screenings Partnership
Mable has extended its HOYTS sensory screening partnership. Vigorously defends its two-star Oppenheimer review.
Orphan Launches ‘They Need Our Help. We Need Yours’ For Children’s Cancer Institute
Anything to do with childhood cancers has B&T's 110% support. That said, we do ignore the red meat & alcohol warnings.
Smile Team Orthodontics & Keep Left Collaborate On Smile-Inducing Campaign
As parents would attest, given the cost of orthodontics you'd expect this campaign to be a lavish production indeed.
Opinion: How Video Calls Neglect Learning Diversity
Need an excuse to duck out of a video call this arvo? Show this to your boss.
DoubleVerify Achieves First-Of-Its-Kind Responsible AI Certification From TrustArc
DoubleVerify receives responsible AI certification. However, not its robotic vacuum that's been seen menacing the cat.
Smile For A Good Cause: The Social Media Campaign Giving Back To The Community
Are you known as the office Austin Powers? More for you teeth than shagability? Get snappy new fangs with this news.
Elon Musk Mocks Albo After ESafety Wins Court Injunction Against X
Albo's 2024 from hell continues - Rabbitohs in crisis, down in the polls and now feuding with world's richest man.
Real Estate Developer In Hot Water Over “Sexually Exploitative” OOH Campaign
Real estate agents again tops in the 'least trusted profession' polls, nudging used car salesmen & ad creatives.
Epsilon’s Shane Hanby: Post-Cookie Era Relies On “Teamwork” Between Brands, Marketers & Tech
This pro predicts more "teamwork" in a post-cookie era. Which spells bad news for the uncooperative or plain stubborn.