Press release

E-commerce Research from inRiver Reveals Generational Trends in Shopping Preferences

Sponsored by Businesswire

Leading product information management company, inRiver,
today unveiled a research report that focuses on the generational
differences in consumer shopping habits and outlines the steps brands
must take to meet the expectations of the newest generation of shoppers.
The new report: Turning
Browsers into Buyers: What Brands Need to Know About the Next Generation
of Savvy Shoppers
analyzes responses from 4,000 consumers across
the United States on topics including Amazon, voice commerce, in-store
product researching, and the likelihood of returns.

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New research from inRiver shows youngest shoppers will rely on more and more outlets for purchasing  ...

New research from inRiver shows youngest shoppers will rely on more and more outlets for purchasing decisions | (Photo: Business Wire)

The propensity to search for a product on Amazon first is on a steady
decline, with the youngest generation of buyers surveyed (16-24) being
the least likely to do so. For this group, Amazon is just one of many
sources of information rather than the default option. This indicates
that the youngest generations of consumers will continue relying on more
and more online channels to drive purchasing decisions, even if that
means foregoing Amazon’s convenience factor.

Additional findings:

  • Voice tech is critical to reaching the biggest buying power: While
    only 22% of consumers surveyed have used a voice assistant to buy a
    product, this number is on the rise in the younger age groups.
  • Research-online-purchase-offline is the new standard: More than
    half of shoppers (55%) research products online while in store, but
    the number is significantly higher for the 16-24 (nearly 70%) and
    25-34 (67%) age groups.
  • Returns are yet another customer touchpoint in the omnichannel
    : The majority (57%) of 16-24-year-olds report they buy
    with the intent to return, while only 19% of shoppers ages 65+ say the

“Customers in younger age groups have high expectations, and their needs
should not be ignored by brands that want to stay afloat,” said Steve
Gershik, CMO at inRiver
. “Marketers were blindsided by
millennials – we must not allow ourselves to be caught off guard again
by Generation Z and Generation Alpha, who are already making purchasing

“The changes in the commerce space will move rapidly as they always
have, and this report has a very unique focus on the digital
generation,” said John
Lawson, president of ColderICE media
. “There are some sharp
turns that are showing up that brands must pay attention to – if we are
already seeing consumers move away from the Amazon standard in
ecommerce, this will be a very important signal for all of online

For more information and to download the Turning Browsers into Buyers
report, visit here.

Research methodology:

Survey was conducted by Savanta
in February 2019. Insights were collected from 4,000 respondents evenly
dispersed across the United States in the following age groups: 16-24,
25-34, 35-44, 45-54, 55-64, and 65+.

About inRiver

Founded in 2007, inRiver redefines the way e-commerce product marketers
and merchandisers display and sell their products. By providing product
information management (PIM) products and services that help create,
update, refresh, maintain, and distribute content about products
globally, inRiver helps businesses drive increased revenue, customer
satisfaction, and brand equity. More than 1,500 brands and 500 customers
across 21 countries rely on inRiver to efficiently control the product
flow for their globally recognized brands. inRiver is headquartered in
Malmö, Sweden with offices in Chicago, London, Amsterdam, and Stockholm,
and is a Microsoft Gold-Certified Partner. For more information, visit