Younger Consumers Prefer Mobile Shopping, Study Reveals

Generation Z consumers are four times more likely to use their mobile phones to buy online, compared with Baby Boomers, according to the “GfK FutureBuy 2015” report. Results of the study revealed women are more likely to use mobile devices at 32 percent share of shopping, compared with men at 22 percent share. Data also revealed younger generations tend to use mobile devices when making online purchases, compared with consumers from the older age groups. Also, consumers’ previous experience and in-store environment are the most important factors influencing online buying behavior.