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RAB Research Archive

Price is not the biggest driver for the first native digital generation



Social media plays a huge role — bigger than pricing — when it comes to influencing the purchase decisions of Generation Z. That's according to initial findings from IRI's ongoing study into the shopping attitudes and behaviors of Gen Z (individuals aged 21 and under), which has the distinction of being the first native digital generation. It found that Gen Z is two to three times more likely to be influenced by social media than sale or discount pricing when making purchasing decisions, making them the only generation to be more driven by social media than price.

Source: Chain Store Age



View or Download: http://www.chainstoreage.com/article/price-not-biggest-driver-first-native-digital-generation?tp=i-H55-Q5S-4Xb-6dcij-1u-CA8-1c-19CD-6dbTb-1WkKXj&utm_campaign=Daily&utm_source=Experian&utm_medium=email&cid=17459&mid=98101653

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