Forget Millennials. The current 18 to 34 age group is already old news - Generation Z is the new thing, as they begin taking their first steps into the workforce.
But how will they shop? A new study suggests the young new cohort has got seriously high demands on their online shopping.
People born in the late 1990s have higher expectations on retailer delivery services, according to a survey by Red Dot Research and Shutl.
The younger shoppers are, its research found, the more important convenient delivery is to them. This declines steadily with age, too: 86 per cent of 18-24 year olds stated delivery time is a “key factor” when choosing where to shop, against just 64 per cent aged 55 and above.
This young crowd is also an unforgiving bunch, it seems, with young shoppers simply switching to a competitor if delivery doesn’t live up to their expectations, as Tom Allason, chief executive of Shutl, said:
A two-day delivery window will seem archaic to people who have grown up downloading entertainment in seconds. Retailers therefore need to ensure they have the delivery options and mechanisms in place needed to give this iGeneration the control they want, when they want it.
So what’s an “acceptable” delivery time? The time frame, you will be unsurprised to learn, is far shorter for young people than their elders.