Lack of delivery options affects fickle young online consumers

Delivery options are important to young online shoppers – particularly those born after the late 1990s, also know as Generation Z.

Over 85% of 18-24 year olds factor in delivery options when choosing which online retailer to purchase from, and this statistic declines with age – 83% of 25-34 consider delivery options a key influencer, compared to 73% of 45-54s and 64% of 55+.

Meanwhile, 90% of 18-24 year olds would shop online more frequently if there were more convenient delivery options to choose from. And almost twice as many 18-24 year olds (60%) compared to 45-54 year olds (33%) have higher delivery expectations.

The survey of 2,000 UK consumers was carried out by Red Dot Research for delivery platform Shutl, and the vendor said the results are a warning sign for retailers to brace themselves for Generation Z.

"A two-day delivery window will seem archaic to people who have grown up downloading entertainment in seconds," said Shutl's CEO, Tom Allason. "Retailers therefore need ensure they have the delivery options and mechanisms in place needed to give this iGeneration the control of purchasing what they want, when they want it. If they don’t, shoppers will simply switch to a competitor that can."

Meanwhile, 77% of respondents of all ages said their busy lifestyles have led them to increasingly shop online. But rural shoppers are less demanding than city dwellers – 34% of urban shoppers consider under a day a reasonable timeframe for deliveries, but 61% of rural consumers are prepared to wait between two days and a week.

Allason continued: "While retailers are providing the flexibility and choice that millennials expect today, such as mCommerce, it’s important to keep an eye on who’s coming around the corner.  If the trend for growing expectations among younger consumers continues, they need to be thinking about how best to attract the Generation Z shoppers of tomorrow."

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