Gen Z drives shift towards immersive shopping experiences

Research released by Snap highlights the trends that Gen Z are leading in shaping online and retail culture. 

A global study, of nearly 5,000 Gen Z carried out in partnership with Crowd DNA, reveals a significant shift toward this cohort embracing immersive shopping experiences. 

Visual communication is key for Gen Z, with 92% of UK respondents saying they have used some form of this when messaging friends, and three in five stating that they are using it to get a more personal connection.

They have embraced AR, with 93% of respondents interested in using it for shopping according to the study. 

In the UK other key findings include:

  • 88% are interested in using AR to try on makeup or clothes

  • 50% agree that digital avatars/Bitmojis help them to express themselves

  • 60% say AR experiences feel more personal

  • More than 60% that AR experiences make life easier

  • 51% of Gen Z are more likely to pay attention to an ad that incorporates AR.

Jo Tenzer, Head of EMEA Marketing Insights at Snapchat, comments: "This study is a true barometer of how Gen Z are feeling and communicating.”

“A powerful theme emerging from the study is the particularly strong desire among Gen Z to create meaningful connections with people and brands. Brands need to respond to this by being open, honest and clear with their goals, motivations and values.”

“With a desire to express their true selves creatively and visually, Gen Z are also seeking fun, personalised, immersive and social experiences. AR offers the tool for brands to seamlessly facilitate this by enhancing real world experiences."

Gen ZStaff WriterSnap, Immersive technology, Immersive experiences, Generation Z, Gen Z, Augmented reality, Social commerceComment