A November 2018 report from Alliance Data noted similar findings regarding "digitally engaged" consumers and their call for speed and self-sufficiency. These shoppers—defined as those who use mobile apps or social media to keep up with retailers and, in turn, tend to be younger—were two times more likely to use mobile payments than traditional shoppers. They were also 26% more likely to buy online and pick up in-store.
Per BRP, both digital and traditional consumers research prices online before they visit a store, at 59% and 64%, respectively. But those in the 18-to-37 age range were more likely to build a shopping list online than were traditional shoppers by 13 percentage points. Nearly half of digital respondents said they checked product reviews; 57% of traditional consumers prioritized looking for online offers or coupons, compared with 44% of digital consumers who said the same.
Digitally engaged consumers are more demanding of retailers’ digital content, Alliance Data found. When researching products, these shoppers look for ratings and reviews from verified buyers, as well as user-uploaded photos. More than “general consumers,” these shoppers also expect product photos in emails or social media posts from retailers.