MikMak’s Closing the Gap on Consumer Relevance Guide uses purchase intent rate data gathered from the MikMak Platform to identify current online shopping behaviors and trends based on demographics, generational and life-stage data.
MikMak, a leading eCommerce acceleration platform, announced the release of the Closing the Gap on Consumer Relevance Guide. Designed to provide brands with critical insights into the current purchasing preferences of consumers in 2022, the guide shows that across all media types, the future of eCommerce is increasingly diverse and female.
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Available starting today, the Closing the Gap on Consumer Relevance Guide uses purchase intent rate data gathered from the MikMak Platform to identify current online shopping behaviors and trends based on demographics, generational and life-stage data.
“MikMak’s Shopper Intelligence data shows that Gen Z shoppers are currently one of the most valuable audiences for brands online, with female and diverse audiences showing a higher purchase intent rate across all media types,” said Rachel Tipograph, founder and CEO of MikMak. “Understanding the shopping preferences, interests and behaviors of this new generation of shoppers is critical for brands looking to succeed in 2022.”
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Key findings from the report:
Gen Z female shoppers and diverse audiences show high eCommerce purchase intent
- Data from MikMak shows the purchase intent rate in Q1 2022 across categories and generations was 5.4%
- Gen Z shoppers, with a purchase intent rate of 7.0%, are 1.3 times higher than all other age groups. This trend is expected to continue as more younger consumers gain higher levels of discretionary income
- TikTok eCommerce is predominantly driven by female shoppers, at 3.4 times more page views, five times more purchase intent clicks and a 1.5 times higher purchase intent rate than male shoppers
- Hispanic-identifying Gen Z shoppers have a purchase intent rate of 7.3%, 1.35 times the current average; and African American-identifying Gen Z shoppers have a purchase intent rate of 7.6%, 1.4 times the current average.
Female shoppers show a higher purchase intent in alcohol and personal care
- In Q1 2022, the purchase intent rate of female alcohol shoppers overtook male shoppers reaching 1.3 times the category average
- Female shoppers have a higher purchase intent rate for beauty and are equally likely to shop online when it comes to personal care and grocery
Childless households are more likely to shop online
- Households without children have the highest likelihood of doing their shopping online across all categories
- As the number of children in the household increases, online purchase intent rates decrease
