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."