April 5, 2023 — Numerator has published its “Mythbusters: Convenience” report to explore the idea that convenience is not a universal metric, as it differs depending on the consumer, product type, and shopping method.
 
Here are some key takeaways:
 

• While 82% of respondents say convenience is very important to them, that figure is 87% for millennials and 77% for baby boomers.
• Convenience comes in third behind price and quality when ranked alongside other shopping considerations, but 40% of shoppers rank convenience as their first or second decision-making factor.
• One in 5 shoppers say store location is the most important factor for convenience, with 78% of respondents reporting the most convenient store location as the one closest to home.
• Considering Generation Z shoppers are 20% more likely to live in urban settings and 45% less likely to own a vehicle, 25% of Gen Zers prefer a store within walking distance or along a public transportation route (13%).
• For online shopping, the No. 1 convenience factor is the ability to shop at any time. Further, 44% of Gen Z consumers prefer online stores that make it easy to use coupons, 28% of millennials like the ability to store payment information, and 20% of baby boomers say customer service is the most convenient aspect of online shopping.
• While 43% of respondents find online shopping somewhat or much more convenient than shopping in store, millennials are the most likely generation to favor online shopping (48%) followed by Gen X (46%). On the other hand, 32% of Gen Zers find in-store shopping somewhat to much more convenient than other generations.

 
For more information: numerator.com.