Millennial and Gen Z consumers are more loyal to physical stores than older generations according to a study by Oracle NetSuite, polling services firm Wakefield Research, and consulting firm The Retail Doctor. In fact, 43% of millennials and Gen Zers are likely to do more in-store shopping this year than online shopping, compared with 29% of Gen Xers and only 13% of baby boomers.
Not only that, but younger consumers as a whole seem to enjoy the in-store shopping experience more than older consumers. Among respondents, 57% of millennials and Gen Zers said they had a positive view of the in-store shopping experience while only 40% of Gen Xers and 13% of boomers felt that way.