Does Amazon have an edge in capturing America’s youth? – RetailWire

April 12, 2022

53% of teens identified as their favorite e-commerce site, according to “Spring 2022 Takes Stock With Teenagers” by Piper Sandler survey.

Other favorite online sites were largely fashion-related. Amazon was followed in the top five by Shein (eight percent), Nike (six percent), PacSun (two percent) and Lululemon (two percent).

Preference for Amazon among teens in the survey has remained at just over 50% for several years. Piper Sandler linked Amazon’s strength to Adoption by Prime households with the survey showing that 86% of US households had a Prime membership.

“The category’s dominance in the teen segment is understated, in our view,” wrote Piper Sandler in the study. “The mainstream adoption and maturation of the adolescent cohort should serve as a powerful tailwind for many years to come.

Cowen’s “Fourth Annual Gen Z and Millennial Consumer Survey” released last fall, similarly, 74% of 18-24 year olds and 72% of 25-34 year olds cited Amazon as their preferred shopping channel. The survey found that 31% of 18-24 year olds and 37% of 25-34 year olds start their search for new clothes on Amazon. The site also ranked as the #1 place Gen Z and Millennial consumers use to research, as well as the #1 channel used by social media consumers to purchase a newly branded product. discovery.

Nonetheless, proof of Amazon’s popularity, both surveys highlighted that younger generations are looking to align their social values ​​around sustainability amid concerns about the online eco-impact of excessive packaging and carbon footprint. online delivery.

A survey from last year’s Sitecore found Gen Z respondents were the most likely among generations to feel guilty for shopping on Amazon (43%), followed by Millennials (37%), Gen X (34%) and baby boomers (14%). The guilt was attributed to a desire to support other retailers.

DISCUSSION QUESTIONS: What drives Amazon’s strong appeal to young consumers? Does Amazon have a huge upside to connecting with young consumers early to convert them into lifelong customers?


“Amazon has almost gone generic for online shopping.”


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