Generation Z chose Amazon as their top shopping destination

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Generation Z have officially jumped on Amazon’s consumerism bandwagon, choosing the marketplace as their number one shopping destination, says new study ‘Taking Stock with Teens’ by Piper Jaffray.

Some 8k Generation Z in the US, currently aged 7-22 years old, have been surveyed on their spending patterns, brand and media preference and were assessed through a geographically diverse subset of high schools across the US. The 37th semi-annual study aimed at proving insight for sellers who wish to target the demographic. The research traditionally gathers input from thousands of teens with an average age of 16.3 years.

Half of the first digitally-native demographic in the US chose Amazon as the “top shopping website.” The percentage of teens favouring a website significantly drops from 50% to 5%, suggesting a sheer ‘Amazon effect’ on consumers. This is showing as 5% of the surveyed Gen Z pick Nike as the second most enjoyable destination, after Amazon. Urban Outfitters are slightly behind Nike at 4%, followed behind by American Eagle (3%) and Fashion Nova (2%).

The report suggests that out of the cohort which voted for Amazon, the majority consist of the upper-income male teens who like to splash their cash on the website.


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