""Everything in today's e-commerce environment is being driven by increased intensity of the research phase and true generational divides during the current macroeconomic environment," said Jaysen Gillespie, VP of product marketing and analytics at RTB House."
""69% of Gen Z said they started their 'decision-making' process when considering a purchase online, but 53% actually still went to a store to browse.""
RTB House's 2026 US consumer study reveals that 50% of Gen Z customers take two or more days to decide on purchases, compared to 24% of boomers. While 40% of new shoppers have a specific item in mind, 60% are browsing without clear intent. Despite their research habits, Gen Z and millennials are 50% more likely to increase spending in the future. The study emphasizes the need for brands to adapt to changing consumer behaviors and preferences in a challenging economic environment.
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