87% of millennials say convenience is important when shopping

Numerator continues to track purchase data and survey verified buyers to understand shifts in consumer behavior. In a recent Mythbusters: Convenience report, we examine the fact that convenience is not a universal metric–what convenience means to consumers differs based on product type and shopping method, as well as between shopper groups, particularly different generations. Here’s what we learned: 

1. 82% of shoppers say convenience is extremely or very important to them; for Millennials, this number rises to 87%, while for Boomers+, it is only 77%. 
2. When ranked alongside other shopping considerations, convenience comes in third, behind price and quality. 40% of shoppers rank convenience as their first or second decision-making factor.
3. 1 in 5 shoppers say store location is the most important factor for convenience, with an additional half saying it plays a role. 
4. 78% of all consumers consider the most convenient store location to be the one that is closest to home, followed by one along a route they travel regularly (54%). 
5. Gen Z consumers prefer having a store within walking distance (25%) and along a public transportation route (13%). This is because Gen Z shoppers are 20% more likely to live in urban settings and 45% less likely to own a vehicle.
6. Gen Z shoppers are 30% more likely than other generations to consider self-checkout a key component of convenience. 
7. Store location is the top in-store convenience factor, but for online shopping, the #1 convenience factor is the ability to shop at any time.
8. 44% of Gen Z consumers prefer online stores that make it easy to use promotions/coupons, 28% of Millennials like the ability to store payment info, and 20% of Boomers+ find customer service the most convenient aspect of online shopping. 
9. 43% of all shoppers find online shopping somewhat or much more convenient than in-store, and Millennials are the most likely generation to favor online shopping (48%), followed by Gen X (46%). Gen Z finds in-store shopping “somewhat” to “much more” convenient (32%) than other generations.
10. Consumers find it more convenient to shop in-store for perishable food and beverages (77%), frozen or refrigerated food and beverages (74%), and large home goods or furniture (55%). Meanwhile, consumers find it convenient to shop online for pet food and supplies (31%), small appliances or electronics (29%), and baby and toddler items (24%).  

Stay tuned for upcoming data on topics such as premiumization and flexitarian shoppers.