Social media to become a major direct shopping channel for Gen Z

Much has been written about the millennial generation or people born between the early 1980s to early 2000s (between the ages 18-34) as consumers. Though many are still in college, this generation is not a big part of the young workforce across the world.

But studies have started to emerge on the post-millennials or the so-called Generation Z as well, which according to a book published by the Washington Post, “Generation Z: What It's Like to Grow up in the Age of Likes, LOLs, and Longing,” is “the first true digital natives, the ones who have never known a world without smartphones and tablets and social media.

Not surprisingly, results of a new survey conducted by Accenture showed that social media is set to become a major direct shopping channel for Gen Z with more than two-thirds (69 percent) of them interested in purchasing via social media directly.

“Social media has emerged as a real disruptor in targeting Gen Z shoppers, who are true digital natives,” said Jill Standish, senior managing director of Accenture’s Retail industry practice. “To succeed in this increasingly digital world, retailers must understand Gen Z’s’ expectations, influencer circles and behaviors - especially their social-media habits and how they differ from those of millennials....