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Press Release

ICSC Releases Gen Z Consumer Behavior Survey Results

September 19, 2018

ATTN:      Retail and Business Editors and Reporters

WHO:      International Council of Shopping Centers (ICSC)

WHAT:     Consumer behavior survey of the shopping habits of Generation Z (“Gen Z”), specifically those ages 13-19, in the U.S.

WHERE:  The ICSC Gen Z Survey was conducted online by Engine Insights on behalf of ICSC in the second quarter of 2018. The survey represents a demographically representative U.S. sample of 1,002 respondents.


  • 97 percent of Gen Z shop at malls and physical stores.
  • In a three-month period, Gen Z made an average of 8.6 trips to the mall, significantly more frequently than other demographics.
  • 76 percent of Gen Z say that physical stores provide a more enjoyable shopping experience compared with online shopping.
  • For all key product categories, Gen Z makes most of their purchases in physical stores. They cite the abilities to socialize (58 percent), physically see items (58 percent), and get items immediately (53 percent) as their top reasons for going to stores.
  • Nearly two-thirds of Gen Z say it is important when buying online for that retailer to have a store nearby.
  • Among Gen Z, about eight in 10 say they have purchased items in stores after seeing them on social media. YouTube is the most influential platform. However, the majority of Gen Z still cited friends and family as the most influential on their purchases.
  • 67 percent of Gen Z say that, five years from now, they expect to make most of their purchases in physical stores.

The full report is available for members through the ICSC research portal, here. Not a member? Become one today.

Shannon Troy

Media Relations Manager