Young Adults, Shopper Marketing, Technology, Study

Young Adults’ use of Technology When Shopping is Overstated [STUDY]

Young Adults, Shopper Marketing, Technology, Study

The use of technology for shopping by 18-25 year-olds is overstated, according to a survey done by a group of LIM College students and in conjunction with the National Retail Federation Student Association (NRFSA).

In fact, more than 68 percent of the 18-25 year-olds surveyed “prefer to shop in stores than online for apparel and shoes.”

“We have read and observed what industry leaders had been saying about our use of technology for shopping and it did not match our own habits and preferences,” LIM College student Alexis Michaelides said in a press release.

The students decided to survey their peers to analyze how and where 18-25 year-olds shop and the role social media plays in shopping activities.

“And sure enough retail observers have been significantly overestimating our use of online and digital technology for shopping. We like shopping in stores and are not as engaged in shopping on the Internet as many have touted. I guess the demise of the brick and mortar format of retailing — at least for 18-25 year-olds — is grossly exaggerated,” said Nicole Flasch-Mihalko, another member of the LIM College NRFSA team.

[via RetailCustomerExperience]

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