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GEN Ys – Shoppers with a conscience

GEN Ys – Shoppers with a conscience

Auckland, 10 December 2013 – As shopping hours extend in the countdown to Christmas, a Canstar Blue survey, looking at our shopping habits shows a nation of increasingly savvy and sophisticated shoppers.

Derek Bonnar, Canstar New Zealand General Manager, says the nationwide survey shows that Kiwis love to shop and love a bargain even more.

“Nearly 40% overall say they never pay full price, and nearly half say they are members of more than one department store loyalty programme.

Key findings include:
• 48% say they know buying offshore does nothing for the local economy, but they can’t stop doing it
• Discount purchases are common with 39% saying they never pay full price
• 25% consider shopping a hobby
• 29% would pay a tax equivalent to 15% GST to bring goods bought online into New Zealand

Bay of Plenty residents are the most immune to the allure of a bargain, with 31% saying they never pay full price compared to 40% of Aucklanders, Cantabrians and those from the Waikato. Nearly half of Gen Xs never pay full price, compared to just 34% of Baby Boomers.

Shopping is a hobby popular with 42% of Gen Ys, says Bonnar.

“The younger generation are most likely to consider shopping a hobby, and are more likely than older kiwis (Gen Xs and Baby Boomers) to try on items in a store and then try and buy them cheaper online.

“Nearly two thirds of Gen Ys say they can’t give up online shopping, as the bargains are too good, compared to nearly 50% for the overall survey result.”

Gen Ys, aren’t all about the bargains; the younger generation support a “try on” charge and payment of a tax equivalent to 15% GST for all imported online purchases at roughly the levels as older New Zealanders.

Bonnar says the range of goods consumers are buying online – both on and offshore – is widening all the time.

“From clothes to running shoes, cosmetics, hair and skin care, petfood and pet accessories, books, wine and food, there’s almost nothing that can’t be bought online these days.

“Many bricks and mortar retailers also offer online shopping, but those that don’t have to work harder to get customers to visit.

“That can involve building communities, running special in-store promotions to attract customers or offering something different from online retailers. Many customers appreciate personal service, which is the mainstay of traditional retailing.”

Kmart, the winner of the 2013 Canstar Blue Department Stores Customer Satisfaction Survey is a two time recipient of the award.

“Kmart has improved its scores since last year and is the only bricks and mortar retailer to gain a top score of 5 stars in value for money and specials.

“Canstar Blue’s respondents say that Kmart’s prices compare favourably not only other bricks and mortar retailers but also to online retailers, a recipe that has been well received by its customers,” says Bonnar.

The survey covered eight categories:

1. Value for money
2. Price compared to online retailers
3. Price compared to other bricks and mortar (physical) retailers
4. Customer service/advice
5. Range of brands
6. Range of products
7. Specials
8. Overall satisfaction

About the survey
Canstar Blue commissions Research Now to regularly survey 2,500 New Zealand consumers to measure their satisfaction across a range of products and services.

The outcomes reported here are the results from a survey of consumers who have visited and made a purchase from a physical department store in the past three months, in this case, 2,089 people.

Age Groups:
Gen Y: 18-29
Gen X: 30-44
Baby Boomers: 45+

To view the full results of the Canstar Blue survey go to: www.canstarblue.co.nz

About Canstar Blue
Canstar Blue is a division of financial research and ratings company, CANSTAR, which has been operating in New Zealand for nearly a decade.

Canstar Blue uses market research to determine customer satisfaction ratings across a range of products and services in New Zealand to help consumers make the best purchasing decisions for their needs. Canstar Blue conducts similar research in Australia. New ratings are added regularly. Results are freely available to consumers who are encouraged to use the ratings as a guide to product excellence. The results can be seen atwww.canstarblue.co.nz.

About CANSTAR:
Founded in 1992, CANSTAR Pty Limited is Australia and New Zealand's premier researcher of retail finance information for over 350 institutions such as banks, building societies, credit unions, finance companies, brokers, mortgage originators, life companies and finance related internet portals. CANSTAR customers use the extensive database for competitor analysis as well as a means of disseminating their product range. This information is also distributed to print and electronic media for publication and to agents, accountants, brokers and internet portals for use in advising their clients.

ENDS

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