Overall, 43% of Gen Z respondents said they’ve used Google to search for information about new products while shopping in stores, vs. 32% who said they’ve done the same with social media searches. Of boomers, 36% said they’ve used Google but only 7% social media searches while shopping in stores.
In terms of the retailers where Gen Z starts searches for CPG products, Walmart beat Amazon and Target, particularly in food and beverage categories, Taylor said. Boomers, however, were more likely to start CPG product searches on Amazon than Walmart.
Related: A guide to Gen Z marketing
The survey also found Gen Z more open to online tracking in order to receive relevant ads and less concerned about privacy than boomers. A majority of both groups said they would prefer to opt out of tracking and receive less relevant ads. But nearly 40% of Gen Z said they were open to tracking for more relevant ads vs. only about 10% of boomers. Gen Z was also far less likely than boomers to regularly clear browser cookies or use ad blockers to protect their privacy, though more likely to use virtual private networks.
Gen Z was the most likely of any group to have joined CPG-related loyalty programs to offset inflation, but what they’re looking for from loyalty programs tends to differ. They’re slightly less into everyday discounts and more likely than other age groups to be swayed by the chance to win large prizes.
All the data adds up to a need for marketers to think about marketing to Gen Z differently than other groups on many levels, Taylor said.
“Privacy measures are going to inhibit this in some places, but many in Gen Z really are desiring tailored messages,” he said, “so it’s going to help your brand to be as relevant as possible for younger users.”