Conversion Camp Manchester 2015 talk by Veronica Pialoris of Keep It Usable, presenting the insights from their latest independent research with generation z consumers.

1. Keep It Usable Consumer Insights
Research Findings: How are Gen Z shopping?

2. For the full report, email
research@keepitusable.com

3. Who are Generation Z?
What if there’s no Google? “I don’t know, Google it.”
16-24 years old (born 1991-1994) and raised in the 2000s
10% of the UK population
Digital natives: born in the social media and Internet era
They move fluidly from digital to physical world, without making a conscious
distinction between them

4. Independent research
conducted by Keep It Usable
with 16-24 year olds
Here’s what we found out…

5. I go to the shopping centre
nearly everyday…at least
five times a week.
Female, age 16
Offline shopping means a girls day
out, it is going out with friends and
my sister, and I imagine it’ll be
the same in ten years.
Female, age 20
I’m kind of 50-50.
It really depends on the product.
Female, age 18
I prefer to buy electronic stuff online.
You can find more products
and more specific shops!
Male, age 20
Shopping

6. What do Generation Z think about
HIGH STREET SHOPPING?

7. Immediate
Physical experience of the product
Touch and access to the product
Social Activity
Hobby
Safer
High street shopping: Positive aspects

8. Busy
Messy
Tedious
Frustrating
High street shopping: Negative aspects

9. You walk around and people are
pushing, and If you like something,
maybe it’s the last one
and someone else picks it up…you
walk out of the shop disappointed
because you didn’t manage to get it..
I don’t like high street shopping!
Female, age 19
High street shopping: Negative aspects

10. What do Generation Z think
about SHOPPING ONLINE?

11. Good variety
More Products
Prices comparison
Less impulsive purchase
Quicker
Shopping online: Positive aspects

12. Riskier
No check of the product
“Can be a Gamble”
Shopping online: Negative aspects
I don’t like to put in my credit card
details online, they’re my mum’s,
because of fraud or if something
happens… I feel it’s more secure in a
shop
Female, age 16

13. How do they access
e-commerce websites?

14. 58% use their mobile 6+ hours per day
35% browse products online several times a day
Mobile: for browsing, quick view of products
Laptop computer: for buying, easier for typing payment details,
bigger pictures, more open tabs
How do they access e-commerce sites?

15. Boredom
When travelling - Bus, tram, train
Spare time, time filler
When searching for something specific
What triggers them to browse or buy online?
I browse quite often…
it is just something to do!
Female, age 18

16. Do they share whilst they are
shopping online?

17. Text Messages
Link to the product page or screenshot of the product
Emails
Although they don’t have all their friends email addresses
Face-to- face
How do gen z share whilst shopping online?
I do share products with my friends,
because the way friendships are your
friends might like it… usually you
have similar interests
Female, age 17

18. They don’t like to share publicly on
social media while they are browsing or
shopping products online
[Inbox, instant chat]

19. I don’t want to put on Facebook
that I got a new pair of shoes.
I know some people would
do it, but I don’t do it.
Male, age 16
Sharing on social networks

20. They look for a second opinion

21. They care about security but are
risk taking
They know what the risks of the online environment, but
they take the risk anyway

22. If it’s protected by Visa…
that’s safe.
Female, age 20
I check if the payment is safe.
It could be a big danger though,
it’s not like in a face-to-face
interaction.
Female, age 18
I’ve got a dedicated online
payment card. You would never be
fully secure with online payment,
you can never really know with
online stuff.
Male, age 20
I always check if it’s a protected
payment, because it’s access
into my bank account.
Female, age 16
Checkout & Online payments

23. They need to trust the website before making a
purchase decision.
First impression
Trustworthiness feeling
Social proof
The more people use it, the more secure it will be
Good previous experience
Trust

24. Trustworthy factors
Professional layout, simple to use, linear, clear, straightforward
Untrustworthy factors
Poor layout, lot of pop ups, too many links, color, fonts, no
Paypal payment option
Trustworthiness for gen z

25. Quality
Price
Reviews
Delivery cost
Delivery information
Good to know before making the purchase
Return Policy
Checkout process
Quick and simple
Decision-Making Factors

26. Poor ‘Dodgy’ layout
Bad Reviews
Delivery time and cost
Payment options - Paypal is the most popular
payment option among Generation Z
What puts them off?

27. How to contact Generation Z?
I always read messages, but
I don’t want a company messaging me.
I message with my friends,
not with a company.
Male, age 20
I prefer when companies email me…
I can ignore emails!
Female, age 23

28. Co-creation & Engagement
Interact with Generation z
rather than one way communication

29. DECISION MAKING PROCESS
onlineSEARCH
ON GOOGLE
ASPIRATIONAL BROWSE
REVIEWS
SECOND OPINION
STORE VISIT
for expensive products
ONLINE PURCHASE

30. I used to shop on Asos a lot, but on
Missguided you can find the same
things, but they are a lot cheaper.
Female, age 20
Price is important to gen z

31. I used Boohoo before, I’ve ordered a
few dresses from them, the quality was
good, but for some reason the one thing
that put me off was the packaging…
from Missguided I get the clothes and
they are quite nice and folded, whereas
from Boohoo they are messy. I still
order sometimes from them, but the
packaging could be nicer.
Female, age 19
Explore offline reasons for lost conversion

32. More pictures of the product
Natural models
More size details
Improve customer service
Instant chat, friendly and caring service
Two way relationship with the company
What do Generation Z want?

33. For the full report, email
research@keepitusable.com