March 21, 2012
Study: Gen Y Bringing Social Networking to Retail
A quantitative social science study from Brodeur Partners finds that while the ideal shopping experience for Boomers is finding a decent deal on a quality product, the Gen Y crowd is looking more for a stimulating, sensual, "sharable" experience.
"Think sensible shoes vs. smart phones" is how Brodeur Partners in a statement summed up the "practicality divide" between generations.
The Brodeur Partners Retail Relevance 2012 Study asked 2,000 American consumers to think of their favorite place to shop and identify those elements that were most and least relevant.
Among the findings:
- "Sharability" of the experience (an experience that I’d want to share with others") and "association" (I’m okay if people know I’m associated with it) was twice as important to Gen Y (18-34) than Boomers (55-plus).
- Sensory appeal and the ability of a retailer to "make me smile" are one-third more important for Gen Y than versus Boomers.
- Practical decisions drive choice of retailers for eight out of 10 Boomers, but only half of the Gen Y respondents.
"Put simply, younger shoppers view their ideal shopping experience as less functional and much more social, expressive and sensory-driven," said Jerry Johnson, Brodeur’s EVP of strategic planning, in the statement. "Retail shopping is probably more intertwined with social networking than we’ve realized. When a Gen Y consumer checks in to a retailer on Foursquare or ‘likes’ a retailer on Facebook, that’s very valuable to a retailer. Peers by nature are ready to have the experience their friends just did."
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Discussion Questions
Discussion Questions: Does it make sense that Gen Y shoppers are more interested in the social aspects of shopping than Boomers? Do you agree that the shopping experience is becoming “more intertwined” with social networking? If so, in what ways?
Poll
Is this a phenomenon of age or generation? I think former. Younger people tend to be more social shoppers. Older shoppers are more secure in themselves and don’t need a much input and feedback from friends.
Younger shoppers, through the use of smart phones, have more ways than ever to communicate with their peers throughout the day. Shopping is no different.
Sharing is social. For those with a personality that seeks affirmation on decisions or wants to influence others and be the leader (alpha), social supports this need. This observation through research simply validates what we all know. The challenge is to adapt the channel to your marketing objectives and ensure that what you do is measurable. Setting your initiatives up for success by creating and delivering compelling, differentiated and exclusive content and experiences through social is but one essential key in this space. Don’t push though, engage with respect and encourage two-way dialogue.
First of all … why do we need yet another way of pseudo-analyzing shoppers?
There … I feel better.
Now, I think this is all about familiarity and comfort with technology and not about age. And, when you think about it that way, smartphones are something both boomers and Gen Yers had to learn — as opposed to always having had as an artifact in their installed environment. Maybe Max is right, but my guess is that boomers already have certain “things” and are generally less concerned about say, what somebody else will be wearing to a party than younger cohorts.
The shopping experience is an extension of the human experience and to the degree that social media is becoming entwined with the way we live, it will obviously become equally entwined with the way we shop.
How do different consumers, regardless of age, use technology in general and smartphones in particular outside the shopping experience? It is reasonable to assume that those habits might carry over to the shopping experience.
The findings of the articles make absolute sense. Millennials have shown to make purchase decisions based on the referral and recommendation of others and therefore, it seems natural that they would return the favor by sharing their own shopping experiences.
Social shopping is moving from a descriptive term used by marketers to a reality and this article illustrates how that reality is taking shape today.
This just fits in with the generational theories of William Strauss and Neil Howe, who posited way back in the 1990s (in the books “Generations” and “The Fourth Turning”) that the generation just then being born or entering early childhood would grow up to be far more socially-oriented than either Gen X or Boomers. Strauss and Howe posit a cycle of four generational archetypes that repeat in the same order throughout American history — this so-called “Gen Y” has much in common with the G.I. Generation that grew up in the Depression and fought World War II — people born from 1910 to 1929 were far more social than people born before or later, just as this generation is. Smart retailers would do well to revisit those books, however far removed they might seem from the everyday needs of business.
“Ah, but I was so much older then
I’m younger than that now.” – Bob Dylan
Max summed this up quite nicely. Gen Y may or may not be as shallow and insecure as they seem, but — unlike Mr. Dylan — they will become less so as they age.
Given the number of “Haul” videos on YouTube, Foursquare check-ins on shops and restaurants, number of people taking pictures of their food at restaurants (guilty as charged), I’d say the new generation of shoppers are intertwined their consumption experience with social networking. Question is, as they age will the trend continue? Only time will tell that.
Yes, it totally makes sense, and while it’s a great study, I’m not surprised. Digital technologies have emerged to become a staple of consumer behavior now. And if you think about it, it’s only in the last few years — pretty staggering.
I think people, whatever generation we’re talking about, are still hunting for a trusted product with a good deal. But non-functional activities, like sharing, social associations, etc., are becoming more important to purchasing decisions.
Another reason to dip into social media. But one thing Gen Y shoppers definitely are, is sensitive. In fact, most people online are these days. So if you’re going to activate a social media marketing campaign, ideation and implementation must be solid. That’s why you should look to a partner agency to assist.
Absolutely, Gen Y shoppers see social networking integrated into all aspects of their lives. Whether they are shopping, dining, hanging out with friends or on the job, Gen Y consumers want to share those experiences with their close social network. in addition, these consumers are much less concerned with data privacy issues than older consumers, and are often willing to “over share” without compunction.
The implication for retailers is that these consumers insist on being engaged in the store and they will be communicating with their friends. Either way, you have a choice; help to organize and support the communications or just be the subject of it.
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Is this a phenomenon of age or generation? I think former. Younger people tend to be more social shoppers. Older shoppers are more secure in themselves and don’t need a much input and feedback from friends.
Younger shoppers, through the use of smart phones, have more ways than ever to communicate with their peers throughout the day. Shopping is no different.
Sharing is social. For those with a personality that seeks affirmation on decisions or wants to influence others and be the leader (alpha), social supports this need. This observation through research simply validates what we all know. The challenge is to adapt the channel to your marketing objectives and ensure that what you do is measurable. Setting your initiatives up for success by creating and delivering compelling, differentiated and exclusive content and experiences through social is but one essential key in this space. Don’t push though, engage with respect and encourage two-way dialogue.
First of all … why do we need yet another way of pseudo-analyzing shoppers?
There … I feel better.
Now, I think this is all about familiarity and comfort with technology and not about age. And, when you think about it that way, smartphones are something both boomers and Gen Yers had to learn — as opposed to always having had as an artifact in their installed environment. Maybe Max is right, but my guess is that boomers already have certain “things” and are generally less concerned about say, what somebody else will be wearing to a party than younger cohorts.
The shopping experience is an extension of the human experience and to the degree that social media is becoming entwined with the way we live, it will obviously become equally entwined with the way we shop.
How do different consumers, regardless of age, use technology in general and smartphones in particular outside the shopping experience? It is reasonable to assume that those habits might carry over to the shopping experience.
The findings of the articles make absolute sense. Millennials have shown to make purchase decisions based on the referral and recommendation of others and therefore, it seems natural that they would return the favor by sharing their own shopping experiences.
Social shopping is moving from a descriptive term used by marketers to a reality and this article illustrates how that reality is taking shape today.
This just fits in with the generational theories of William Strauss and Neil Howe, who posited way back in the 1990s (in the books “Generations” and “The Fourth Turning”) that the generation just then being born or entering early childhood would grow up to be far more socially-oriented than either Gen X or Boomers. Strauss and Howe posit a cycle of four generational archetypes that repeat in the same order throughout American history — this so-called “Gen Y” has much in common with the G.I. Generation that grew up in the Depression and fought World War II — people born from 1910 to 1929 were far more social than people born before or later, just as this generation is. Smart retailers would do well to revisit those books, however far removed they might seem from the everyday needs of business.
“Ah, but I was so much older then
I’m younger than that now.” – Bob Dylan
Max summed this up quite nicely. Gen Y may or may not be as shallow and insecure as they seem, but — unlike Mr. Dylan — they will become less so as they age.
Given the number of “Haul” videos on YouTube, Foursquare check-ins on shops and restaurants, number of people taking pictures of their food at restaurants (guilty as charged), I’d say the new generation of shoppers are intertwined their consumption experience with social networking. Question is, as they age will the trend continue? Only time will tell that.
Yes, it totally makes sense, and while it’s a great study, I’m not surprised. Digital technologies have emerged to become a staple of consumer behavior now. And if you think about it, it’s only in the last few years — pretty staggering.
I think people, whatever generation we’re talking about, are still hunting for a trusted product with a good deal. But non-functional activities, like sharing, social associations, etc., are becoming more important to purchasing decisions.
Another reason to dip into social media. But one thing Gen Y shoppers definitely are, is sensitive. In fact, most people online are these days. So if you’re going to activate a social media marketing campaign, ideation and implementation must be solid. That’s why you should look to a partner agency to assist.
Absolutely, Gen Y shoppers see social networking integrated into all aspects of their lives. Whether they are shopping, dining, hanging out with friends or on the job, Gen Y consumers want to share those experiences with their close social network. in addition, these consumers are much less concerned with data privacy issues than older consumers, and are often willing to “over share” without compunction.
The implication for retailers is that these consumers insist on being engaged in the store and they will be communicating with their friends. Either way, you have a choice; help to organize and support the communications or just be the subject of it.