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Are Millennials (ages 21–33) doing the bulk of their shopping online? Hardly. According to a survey of roughly 800 consumers by iModerate Research Technologies, 82 percent of the Millennials group said they think it is important for brands to have physical stores. Some 80 percent of the Generation Z respondents (ages 15–20) agreed, as did 69 percent of the Gen-Xers (34–50) and 65 percent of the boomers (51–65).
Not surprisingly, this applies especially to clothes shopping, according to the research firm. Gen-Z shoppers like trendy fashions at good prices that they can try on in the store. Moreover, they do not want to pay or wait for shipped merchandise. As for the Millennials, many of whom are balancing busy family-work schedules, they prefer efficient, affordable one-stop shopping at big-box stores. Gen-Xers also have hectic schedules and are looking for shopping to give them a break and some entertainment.
Of the overall respondents, 88 percent rate product variety an important aspect of the store experience, 86 percent cite convenience and ease of locating merchandise, 81 percent point to customer service, 74 percent like ease of return and quality of products, and 65 percent are taken with store ambience.