- 81% of Gen Z desire easier digital disconnection according to Quad (QUAD, Financial).
- 78% of Americans prefer in-person social interactions over digital-only experiences.
- 63% of consumers engage in retail tourism, planning trips around visiting retail stores.
A recent study by The Harris Poll and Quad (QUAD) reveals a growing consumer preference for in-real-life (IRL) brand experiences. The survey, titled "The Return of Touch," involved over 2,000 participants and highlighted a significant shift toward physical interactions. In particular, 81% of Gen Z respondents indicated a wish for easier disconnection from digital devices, underscoring a broader trend toward tangible and tactile experiences.
Furthermore, 78% of Americans surveyed expressed a preference for face-to-face social interactions rather than digital-only experiences. This reflects a cultural shift, as consumers, especially from the Gen Z and Millennial demographics, seek more significant physical connections with brands.
The study also highlighted the enduring impact of traditional marketing channels, with 65% of Americans looking forward to receiving brand catalogs. Print marketing is seen as an authentic medium, with 71% believing it conveys a sense of authenticity. This suggests brands can benefit from a comprehensive omnichannel strategy that includes both digital and physical components.
Retail tourism is emerging as a notable trend, with 63% of respondents planning trips around visiting specific retail stores or brands. This highlights an opportunity for brands to cultivate unique, in-person experiences that can draw consumers into physical retail environments, thereby enhancing engagement and loyalty.
