Australia’s Gen Z have low tolerance for browsing online stores: report

The digital shopping habits of Generation Z in Australia have evolved since the pandemic, as this generation now demonstrates a low tolerance for browsing online stores – most give up after no more than ten pages of browsing, with the average being five pages of browsing. 

Why it matters

A survey of Gen Z’s internet shopping habits by martech/content and commerce company Sitecore indicates that the COVID-19 pandemic has tested the loyalty of Gen Z shoppers in Australia and turned them into digital converts who are now less supportive of their pre-pandemic “go-to” brands. These zoomers are also opting to shop more via mobile and direct from brands.

Key findings

• Gen Z has significantly increased online shopping but is more intolerant of poor digital experiences; retailers risk being abandoned.
• They have honed their search skills, becoming savvier shoppers who are very engaged with brands via social media.
• They are more likely to say that an app/website that works well on mobile is critical to their shopping experience (60% vs 49% for older generations).
• Two thirds (63%) of Gen Z are more likely to say they are digital converts and want to keep buying almost everything online, versus 47% among older generations.
• Two in three Gen Z consumers find online shopping more enjoyable than in-person shopping, compared to 49% among older generations.
• For Gen Z, the top physical retail stores are still attractive post-pandemic for exploring (shopping local, socialising) but online is convenient (product availability, lower cost, time saving).