That’s according to RTB House's 2026 US consumer study, Before They Buy, which found that 50 per cent of Gen Z shoppers spend at least two days considering items in their cart before purchasing, compared to 24 per cent of older consumers.
The study also found that 40 per cent of consumers visit e-commerce sites with a specific item in mind, while 60 per cent browse or remain open to various options.
This survey of 1,000 US shoppers found that Gen Z and millennials are 50 per cent more likely than older generations to increase future spending, despite inflation and tariff-related price pressures. Jaysen Gillespie, vice president of product marketing and analytics at RTB House, stated that marketers can no longer rely on broad assumptions about potential customers.
"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," he said.
"To win, brands must meet their customers across all devices and outmanoeuvre competitors during the critical research phase."
The trend extends beyond online research, as a 2025 YouGov survey found that many Gen Z consumers also visit physical stores to browse.
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