British Gen Z want more immersive shopping experiences and meaningful connections with brands. Young Europeans have expressed interest in AR shopping experiences, a trend that has been accelerated by the pandemic. A recent survey of 5,000 young consumers in the U.K. from Snapchat found that 93% of Gen Z are interested in using AR to shop and 88% are interested in using AR to try on makeup or clothes, supporting the social app’s push into virtual shopping experiences. Snapchat’s study also revealed that 44% of Gen Z say it’s important for brands to build connections with them—and that AR-enhanced digital shopping experiences feel more personal. (Talking Influence)
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