Opportunity in community building
Responses from Gen Z and Millennial shoppers show that younger consumers are looking for more than new stuff when they’re shopping online.
“What we’re seeing is a fascinating evolution in how Gen Z creates and engages with community spaces,” Maguire said. As spaces like malls and community centers decline, digital shopping is taking on that role for young people, who often browse or fill their carts for fun.
“This explains why 48% find personalized ads helpful,” he added. “They’re not just shopping, they’re engaging in an experience reflective of their preferences and the communities they belong to or aspire to.”
Finally, shoppers are also more open or less open to ads depending on where they’re seeing them. People reported that TikTok, Target, and Amazon have the most helpful ads, while Reddit, news sites or Spotify are less helpful.