GiXo Ltd. has released a free white paper analyzing the gap between Generation Z’s self-identified heavy users and companies’ purchasing trends. The study covered 300 members of Generation Z and 50 marketers, revealing patterns including official app downloads and browsing-only consumption.
GiXo Ltd. has released a free white paper, “2026 Report on Attitudes Toward Generation Z Loyalty,” examining the gap between Generation Z’s perception of heavy users and their purchasing behavior. The study covered 300 members of Generation Z and 50 marketers in the fashion and cosmetics sectors and was conducted through an internet survey.
Among brands where respondents identified themselves as heavy users, the top behavior was downloading the official app rather than making purchases, with 47.3% in fashion and 42.3% in cosmetics ranking it first. This was followed by behaviors related to brand contact, information and affinity, including following official social media accounts, checking information on new products in advance and identifying with the brand.
Even among brands where respondents identified themselves as heavy users, 70% said they would buy elsewhere if products were cheaper. The main reasons for refraining from purchases were high prices and the availability of inexpensive alternatives. The survey also identified a tendency among a certain proportion of respondents to feel satisfied simply by browsing products on their smartphones. Browsing-only consumption had a certain level of support, accounting for 17.5% in fashion and 21.8% in cosmetics.
The metric that corporate marketers considered most important for identifying heavy users was annual purchase value, ranked first by 56.0% in fashion and 36.0% in cosmetics. By contrast, a lower proportion of Generation Z considered downloading the official app most important, suggesting a gap in perceptions.